Canada
In Canada, where traditional media continues to wield strong influence on people’s cultural life, we partnered up with leading TV, radio, newspaper and magazine titles and well-known personalities to develop integrated campaigns, with a focus on heightening brand awareness and promoting multi-destination travel.
Notable meteorologist and travel expert discover Hong Kong like a local
- Total value generated by the integrated campaign launched with Corus: HK$ 4.2 million
There are probably few better ways to reach a large audience than through famous faces. In Canada, we worked with leading mass media and content company Corus Entertainment to create contents of two celebrity hosts from TV network Global BC – Chief Meteorologist Mark Madryga and travel expert Claire Newell – as they experienced the charms of Hong Kong.
Weather expert Madryga was featured in a series of short videos on a variety of topics, from getting a bespoke suit to a visit to the Hong Kong Observatory. He also promoted a contest, the winner of which would be awarded a trip to Hong Kong. Newell, meanwhile, shot a 30-minute travelogue on Global TV, which won the Gold Award under the “Branded Entertainment: Documentary” category in the Davey Awards in the US.
What ensued was Hong Kong’s persistent presence on Global BC: Madryga’s videos were shown in his programme every weekday for two weeks; Newell’s travelogue was aired four times; and tactical commercials in which Newell promoted Hong Kong travel packages for our trade partner Travel Best Bets were broadcast.
In addition to TV, Newell appeared in talk shows and radio commercials on Corus radio channel CKNW, in which she promoted Hong Kong and the said travel packages.
And needless to say, we leveraged the social media of our partners, including Global BC, Travel Best Bets and Newell, to reach out to even more Canadian consumers.
Campaign with FASHION magazine to portray a dream multi-destination trip
- Publicity value generated by the FASHION cooperation: HK$ 2.68 million
In light of the multi-destination trend, we launched an integrated media cooperation with magazine FASHION and the Tourism Authority of Thailand to promote the Hong Kong-Thailand combo. A 33-page spread article was published as the cover story of the summer 2018 issue. The print promotion was complemented by behind-the-scene videos, custom stories and photos on FASHION’s digital content hub and social media channels. And a contest was held to engage consumers who could win a trip to Hong Kong and Thailand. The campaign was recognised by a Silver Award in the Pearl Awards organised by the Content Council in the US, under the “Most Effective: Travel & Leisure” category.
Showcasing Hong Kong’s travel experiences in Toronto Star
- Impressions on Toronto Star’s digital content hub: close to 7 million
Another publication we worked with was newspaper, or, more precisely, the newspaper with the highest overall weekly circulation in the market – Toronto Star.
Engaging stories and articles on Hong Kong’s neighbourhoods and core experiences were posted on the paper’s online content hub and social media channels, alongside a series of print advertisements, to reach readers across the province.
