South Korea
Hong Kong is a giant palette teeming with colours – from the muted tones of days past, to bold hues in busy, neon-sign-lit districts, and soothing shades of green in the countryside – for travellers to pick their favourites.
During the year, we invited Korean visitors to paint their time spent in Hong Kong with vibrant activities under our Hong Kong Neighbourhoods, Great Outdoors Hong Kong and Hong Kong Summer Fun campaigns, and bring home memories in brilliant colours.
Director’s Cut – Hong Kong Neighbourhoods
- Publicity value generated from the Hong Kong Neighbourhoods TV programmes: over HK$390 million
- Total views of the Travel Factory video: 1.46 million (as at early August 2019)
Our first Hong Kong Neighbourhoods promotion, Old Town Central, had left visitors wanting more of the city’s authentic experiences. In 2018-19, we presented our second selection, Sham Shui Po, and promoted both neighbourhoods through consumer marketing, PR initiatives and trade cooperations.
Teaming up with Sony Camera and Korean monthly consumer magazine Travie, we flew 10 vloggers to Hong Kong and asked them to create contents of Old Town Central and Sham Shui Po. We then engaged travellers by letting them select their favourite work in a public voting, and the entries were featured on Sony’s social media channels and in an eight-page feature in Travie.
Meanwhile, we partnered with Travel Factory for the third year running and produced a video capturing the charming sights and scenes in the two neighbourhoods. In collaboration with high-rating Korean TV channels like SBS, KBS, tvN and Mnet, and with Lonely Planet, we shone the spotlight on immersive experiences and hidden treasures, inviting visitors from various segments to rediscover Hong Kong. Attractive airfares offered by various airlines gave visitors a push to book a trip to Hong Kong.
City Life, City Rest
- Publicity value generated by related TV cooperation: HK$168 million
- Air tickets sold during the summer promotional window: 20,000
Summer is a peak season for Koreans to visit Hong Kong. We showcased cool, value-for-money experiences to have during the hot months with an integrated campaign featuring four themes: “Malling”, “Dining”, “City Rest”, and “Nightlife”.
First, we partnered with Cathay Pacific, Klook and HotelsCombined to roll out compelling, one-stop offers; second, we conducted a tactical promotion in Busan, the second most populous Korean city,with the local branch of Hana Tour and Busan-based KNN TV, and launched an advertising campaign in the city’s busiest subway station; third, we participated in media projects, including popular hip-hop competition reality show “Show Me the Money 777” by Mnet, to position Hong Kong as a destination for the young and trendy; fourth, we invited celebrity influencers to generate social media feeds under the four themes; last but not least, we produced and broadcast the thematic video “City Life, City Rest” in the city centre in Seoul to heighten consumer awareness.
A hiking expedition with K2
- Tickets sold under the tactical Great Outdoors Hong Kong trade cooperation: over 4,000
It is no surprise that hiking is a fad in Hong Kong, a city blessed with mountains and seas and a great number of scenic hiking trails. To share this gift from nature with Korean travellers, we worked with two partners from the market, leading outdoor brand K2 and monthly travel magazine AB Road, to form a Great Outdoor Expedition Team.
The team was sent on a treasure hunting mission on Dragon’s Back and “Down the Memory Lane”, a hiking trail from the Peak to the University of Hong Kong. Their experience, together with the city’s hiking trails, was showcased at K2’s 299 outlets and social media platforms, and in an eight-page article in AB Road.
So that visitors could experience the great outdoors of Hong Kong after seeing the expedition team in action, we matched our PR effort with tactical cooperation with eight trade partners, including Mode Tour, Korea’s second largest wholesaler, to develop and sell Great Outdoors Hong Kong-related tour products, FIT packages and group tours.
