Taiwan
Hop on a plane in Taiwan and in less than two hours you will be touching down in Hong Kong. This is why so many Taiwanese people visit Hong Kong for short breaks or even just a weekend getaway. In this well-developed market, we curated a special selection of experiences to make visitors fall in love with Hong Kong all over again.
Touring Sham Shui Po like a hipster
- Publicity value generated by the Sham Shui Po campaign: HK$13 million
- Air tickets sold as a result of Sham Shui Po-related trade co-operations: close to 7,000
For a down-to-earth experience of Hong Kong’s local culture, look no further than Sham Shui Po, the second district introduced under our Hong Kong Neighbourhoods campaign.
To spark just the right amount of interest in this traditionally blue-collar neighbourhood, we published four thematic articles with videos in partnership with fashion magazine Marie Claire on the curious finds in the district, from trendy boutiques and workshops, to street food and idiosyncratic architectures. We also engaged TV and online programmes to tell interesting real-life stories, and invited bloggers and social media influencers to share their recommended itineraries, projecting a human touch that defines Sham Shui Po.
Further buzz was created with an interactive online game on our official website, in which players had to locate hidden treasures in Sham Shui Po for the chance to win a free trip to Hong Kong and gifts. And to convert desire into action, a promotion code was embedded in the game with which users could book Cathay Pacific flight tickets to Hong Kong at a discount.
Hong Kong through the eyes of a Grammy-nominated designer
- Publicity value generated by Xiao Qing Yang’s Hong Kong Arts Month campaign: HK$5.8 million
The popularised term “wen ching”, which refers to a young person with a cultivated taste in the arts, probably finds its origin in Taiwan, where people are known for having a high cultural literacy.
Targeting this demographic, we invited Xiao Qing Yang, an acclaimed Taiwanese graphic designer and five-time Grammy Award nominee for Best Recording Package, to visualise his perception of urban Hong Kong in a video. The result was “Buzzing Aesthetics”, in which viewers followed Xiao around what he described as a large, eclectic art scene, and feast their eyes on edgy street art, photogenic sceneries, traditional architectures and much more. A large-scale media event was held in Taiwan, followed by extensive media coverage on the collaboration to beacon art and design lovers to Hong Kong Arts Month in March.
MICE and cruise – the new trend of business travel
- Size of the PX Mart incentive group: close to 1,500 participants
In October 2018, we organised PX Mart’s incentive trip which served to celebrate the 20th anniversary of this biggest grocery chain in Taiwan and reward its top performers. It was the largest incentive group Hong Kong had ever received from the market.
The five-day trip featured an extraordinary itinerary, including two nights on cruise ship World Dream, a taste of the 10th Hong Kong Wine & Dine Festival, visits to signature attractions, and exceptional hospitality programmes tailor-made jointly by our Taiwan office and Meetings and Exhibitions Hong Kong (MEHK) office.
The event was both a demonstration of Hong Kong’s capacity to receive a mega M&I group and a successful “match-making” story in which MICE and cruise were brought together to create a rewarding experience and generate new business opportunities for the travel trade in both sectors.
