In our key American markets, where consumers are digitally savvy, we went online to build our brand image and worked closely with other Asian destinations and big names in the tourism industry to promote multi-destination travel.
In Canada, we partnered with the Tourism Authority of Thailand and Flight Centre to launch a campaign promoting Hong Kong and Thailand as the ideal city and beach combo in Asia. The campaign covered print and online ads, social media, in-store displays, and phone messaging.
Meanwhile in the US, we drove a multi-destination campaign on Travelzoo, the world’s biggest online publisher of travel, entertainment and local deals. Compelling offers were launched to promote Hong Kong-Macau-Mainland combo travel, with over 1,600 deals sold in less than three months.
The Travelzoo promotion also supported the launch of our “My time for Hong Kong” brand campaign in the US, in which online advertising, social media marketing and search engine marketing were used to drum up awareness of our tourism brand. During the promotional period, page views to the US version of the DiscoverHongKong website increased 70% year on year. The campaign was awarded a 2015 Travel Weekly Gold Magellan Award in Destination Web Marketing.