Celebrity chefs hold hipster status in Southeast Asia. Fans don’t just admire their cooking, but also pay close attention to what else they enjoy in life. So we created a campaign that capitalises on the influence of these personalities, which anchored a TV programme called “My Taste of Hong Kong”. In partnership with Discovery Networks’ TLC Asia channel, which has over 148 million subscribers in the region, we produced three episodes, in which six young celebrity chefs followed food critic Michelle Loo in a quest for hidden treasures in the local dining and cultural scene. Apart from broadcasting the programme and advertising on Discovery Networks, we organised media events in various Southeast Asian markets, with some of the chefs sharing their experience in Hong Kong and serving their culinary creations inspired by the flavourful city to the media and travel trade guests.
Total publicity value reached HK$116.6 million.
The HKTB’s main marketing strategies in the region are to target the young adult and family segments, and focus on the summer and winter promotional windows. For example, we organised a large-scale trade promotion in the Philippines in August to reconnect industry partners from Hong Kong and the Philippines. We held a Tourism Exchange Luncheon, which was attended by the heads of major tourism associations and entities from both sides. The luncheon was complemented by the biggest B2B session ever held in the market, with over 200 guests from 29 Hong Kong companies and 104 Philippine companies discussing business opportunities for the winter season.