The majority of travellers from Taiwan are repeaters – almost 70% in 2014. They already know Hong Kong quite well and are constantly on the lookout for sophisticated cultural experiences. To rekindle their curiosity about Hong Kong and give them new ideas to explore the city, we rolled out an interesting integrated campaign, inviting famous cultural workers to share their insights on trendy neighbourhoods on Hong Kong Island in our new guidebook 香港有意思, followed by a familiarisation trip for lifestyle bloggers to generate spin-off publicity from their blogs. We also put up an eye-catching pink “Hong Kong Magic Door” in Taipei, which used knocking sounds to lure passers-by to open the door, where they received a friendly greeting from people from Hong Kong or even a free trip to the city. These activities were supported by PR and WeChat promotions.
The publicity value generated was HK$20 million.
A total of 16,000 hard copies of the guidebook were distributed and the e-version on our Taiwan market website was downloaded 8,000 times.
Trade workshops were held in Taipei, Taichung and Kaohsiung in July to create networking and business-building platforms for our trade partners from Hong Kong and Taiwan. The events brought together over 500 representatives from the Taiwanese travel trade and 13 Hong Kong travel entities, including hotels, attractions and tour operators.