Seeing that Korean visitors like all things beautiful and photogenic, we created the “Hong Kong Bucket List”, with 10 photo-worthy experiences, from “proposing on the Aqua Luna” to “trying on a qi pao in Shanghai Tang”, to tempt them to experience a visual journey in Hong Kong. To draw attention to the campaign, we unveiled the experiences on G-market, Korea’s number one online shopping website, with a lucky draw as an incentive. At the same time, we partnered with Cathay Pacific on special airfares to create a sense of urgency to visit Hong Kong. The campaign was also promoted on social media platforms and popular web portals.
The campaign generated sales of 25,000 packages, and generated publicity value of HK$80 million and 150,000 page views on our DiscoverHongKong Korean website.
In May, we organised Contract Hong Kong to bring buyers from Seoul and Busan to Hong Kong, where they had dedicated meetings with the Hong Kong trade, toured new attractions and conducted hotel site visits. In the last quarter, our Chairman, Dr Peter Lam, led a travel mission to Seoul, where he introduced the “My time for Hong Kong” brand campaign to Korean travel trade members.