Our promotion in Australia involved two tiers. In the summer, we rolled out an integrated campaign with tactical partner Flight Centre Travel Group, while launching a value-added, four-night package to boost travel to Hong Kong. The multi-media campaign included a co-op with a radio station, an online display, a Facebook contest, and keyword search optimisation to drive traffic to our official website and to the Hong Kong travel deals on the Flight Centre website. We also invited front-row fashion blogger Gary Pepper Girl to put the focus on Hong Kong’s glamorous fashion scene and picture-perfect cityscape.

In the autumn and winter, we followed with another integrated campaign, this time anchoring on the Hong Kong Wine & Dine Festival and Hong Kong’s dining scene. A co-op materialised with Gourmet Traveller, Australia's leading food, wine and travel magazine, with print and digital content and a competition to win a trip to Hong Kong.