Australia
Sports and outdoor activities are among the favourite things to do for the Australians. We therefore raised the profile of Hong Kong as the perfect destination for sports and the outdoors through our home-grown event Hong Kong Cyclothon, in which a star Australian cyclist was invited to take part. At the same time, we evoked desire to visit Hong Kong through continued close partnerships with various Australian airlines.
Cadel Evans in Hong Kong Cyclothon
- Publicity value generated by Cadel Evans’ participation in Hong Kong Cyclothon: about HK$950,000
Australian professional racing cyclist and Tour de France winner Cadel Evans was invited to join Hong Kong Cyclothon, taking part in the 50km ride and serving as a commentator of Hammer Hong Kong, the finale of the world-class Hammer Series. Through extensive media coverage and his social-first videos, which featured the cycling event and the extraordinary natural landscape of the city, he helped promote Hong Kong as a destination for cycling and sports in general to his fellow Australians.
Launching integrated marketing promotions with Qantas Airways
- Reach of the Qantas Airways integrated marketing campaigns: over 9 million impressions
In 2018/19, we strengthened our partnership with Qantas Airways and jointly rolled out a series of consumer marketing promotions and advertising campaigns. Inspirational contents was disseminated across Qantas’ website, social media and electronic direct mails channels (eDMs). Display and native advertising, radio advertisements and live reads were also conducted to promote special flight deals and offers and convert consumer interest to actual bookings.
Hyping up destination awareness as Virgin Australia launched new direct Sydney-Hong Kong flight
- Publicity value generated by Virgin Australia’s inaugural Sydney-Hong Kong flight: HK$8 million
Riding on Virgin’s inaugural flight from Sydney to Hong Kong on 2 July 2018, we organised a media event at Sydney International Airport. Attended by Australian Deputy Prime Minister and celebrity Dannii Minogue, the event generated considerable media exposure for Hong Kong. In addition, journalists were invited to fly on the inaugural flight, enjoying delicacies created by Virgin’s celebrity chef Luke Mangan before embarking on a familiarisation trip to explore Hong Kong’s diverse appeal.
