HKTB gains from summer marketing push

HKTB   TOURISM   CAMPAIGN

Hong Kong - The Hong Kong Tourism Board (HKTB) appears to be reaping the fruits of its HK$42 million summer marketing campaign as visitor arrivals to Hong Kong reached the highest ever single-month level in July.

The city recorded more than 3.1 million visitor arrivals in July, a 32% increase on the year before, mainly contributed by a surge in number of travellers from mainland China (40%) and South and Southeast Asia (39%).

According to executive director of the HKTB Anthony Lau, the group allocated HK$42.5 million to this year's summer promotions, of which over 80% was used for publicity in key markets.

Lau said that the promotions mainly targeted at the young and family travellers in the Mainland and other short-haul markets, which are reflected by the visitor number in July.

The HKTB's Summer Spectacular campaign, titled 'Hot Events. Cool Place.', has been running across an array of media including print, port-of-entry, bus body, MTR, tram shelters, shopping malls, street banners and visitor centres across the city since June. Grey Hong Kong handled creatives while Mindshare handled media planning and buying.

On the digital side, the HKTB tapped Agenda to launch a viral campaign to search for the ‘coolest dancing kings and queens' around the world. The online competition attracted over 1,000 entries since it was launched in July.

Other marketing push included the distribution of a 'Family Fun Guide' featuring popular local cartoon character McDull to attract family visitors from Mainland China and Taiwan, and the first ‘Visa go Hong Kong Super Shopper’ contest for visitors and locals to stimulate spending.

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