By first ensuring a meticulous understanding of each source market, we laid important groundwork for the planning and execution of all our initiatives. In Southeast Asia, that knowledge was translated into creative campaigns and trade events brimming with a strong local flavour.
Inspired by how digital savvy and family-oriented Filipinos are, we organised a three-week video contest on our Facebook page, asking everyone in the Philippines to submit a 10-second family-bonding video in a competition to win seven (the nation’s lucky number) pairs of free air tickets to Hong Kong.
In Thailand, based on the consumer insight that Thais are deeply spiritual, we designed an itinerary for Thai celebrities Yok and Gypso to visit temples to pray for a good year ahead. They also got a taste of various rituals during Chinese New Year. Six media representatives were invited to cover their journey, while 20 others attended a media luncheon held later in conjunction with the Thai International Travel Fair for an overview of their trip.
In addition to organising travel missions to Malaysia, the Philippines and Thailand, offering over 500 local travel trade operators the opportunity to explore business opportunities with their Hong Kong counterparts, we participated in and launched value offers at the Travel Tour Expo in the Philippines and the Thailand International Travel Fair in February to boost arrivals in the upcoming school breaks in both markets.
Targeting young and mid-career travellers in Malaysia, Singapore and Thailand, we launched value offers with airlines and online travel agencies in the local markets to entice them to spend their short break in Hong Kong. The partnerships were very successful in enhancing arrivals in the first quarter of 2016, with our partners recording double-digit growth in sales volume related to Hong Kong packages.
Also not to be overlooked was the vast array of effective initiatives each Southeast Asian market rolled out to boost arrivals to, and destination awareness of, Hong Kong, including media partnerships, popular trade offers and blogger campaigns designed especially for the Hong Kong Summer Fun campaign.