HK banks on global KOLs and OOH to boost tourism and drive buzz

The Hong Kong Tourism Board (HKTB) has launched the “Hong Kong Super March” campaign to enhance visitor and local involvement, riding the wave of mega events in town, including offering various special discounts and overseas KOL partnerships.

The initiative offers a comprehensive mega event travel guide, covering dining, shopping and transportation, to help streamline itinerary planning. In collaboration with over 1,500 local businesses citywide, HKTB is introducing 160 campaign-themed dining, shopping and entertainment deals. Many of these are strategically located near major sports and cultural venues, ensuring that both locals and visitors can enjoy special perks while immersing themselves in the city’s dynamic events.

The city be welcoming mega events such as “Cézanne and Renoir Looking at the World” at the Hong Kong Museum of Art, which features 52 precious paintings from Paris museums, Art Basel Hong Kong and Art Central.

In collaboration with LIV Golf Hong Kong, HKTB will incorporate a traditional lion dance performance, recognised as part of Hong Kong’s intangible cultural heritage, into the daily shotgun start of the Hong Kong tournament. Additionally, the Fan Village will be infused with Hong Kong-themed décor and authentic local cuisine, creating a dynamic fusion of music, interactive experiences and gourmet delights, immersing global audiences in the essence of Hong Kong’s cultural heritage.

At the international trend-setting event ComplexCon Hong Kong, the HKTB will introduce an innovative thematic experience zone centred around the traditional culture of mahjong. This special experience will be filled with collective memories of Hong Kong people, recreating scenes of Chinese banquets and neighbourhood mahjong games. It brings to life the connection between the daily lives of Hong Kong people and mahjong culture, allowing everyone to experience the authentic local flavour of Hong Kong.

The Hong Kong Sevens will be held in Kai Tak Sports Park, with HKTB providing full support for the opening ceremony, which will feature a brand-new laser show, setting the stage for an electrifying tournament. The closing ceremony will conclude with a stunning pyrotechnic display over the stadium, ensuring an unforgettable finale for rugby fans.

To promote these mega events, HKTB has introduced a dedicated webpage and is promoting “Hong Kong Super March” across major digital platforms, including Facebook, Instagram, YouTube, Xiaohongshu and Weibo.

HKTB will provide an all-in-one event listing on its website and social media platforms to keep the public up to date with the latest schedules. Tailored guides are available for sports and arts enthusiasts, featuring recommended events, nearby attractions, and special shopping and dining deals. These all-in-one suggestions ensure visitors and locals will be fully prepared.

With the recent opening of the Kai Tak Sports Park, HKTB will share a comprehensive transport guide on its social media channels. Visitors can expect key details on public transport arrangements, including cross-border buses, ferry schedules from North Point to Kai Tak, and a map of nearby conveniences, such as parking lots and taxi stands. The guide will also introduce the park's top 10 photo spots including the bowling alley, the “Mirror of the Sky” near the station and rooftop bars.

HKTB has also expanded its marketing reach across Mainland and global markets, leveraging renowned key opinion leaders (KOLs) to experience and showcase Hong Kong’s major events firsthand, further driving worldwide buzz. 

This March, over 40 local and international KOLs and celebrities from the Mainland, Taiwan, UK, Australia, South Korea, Thailand, Indonesia will take part in various events, sharing their first-hand experiences on social media and reaching a combined audience of over 10 million followers.

Participants include Wi Ha-jun, a South Korean actor known for playing an undercover police officer in the Netflix hit series Squid Game 2; Judd Trump, the world’s No. 1 snooker player; Mainland singer Zhang Yuan; rising Thai stars Boss and Noeul; former English rugby star Ryan Wilson; and Indonesian painter Eva Alicia.

To maximise exposure in the Mainland, HKTB has partnered with Xiaomi, which has 700 million users, leveraging its smartphone and smart TV platforms to promote “Hong Kong Super March”. Additionally, promotional campaigns will be launched on major streaming platforms, such as iQIYI, Tencent Video and Mango TV, alongside comprehensive marketing efforts on Weibo, WeChat, Xiaohongshu and Douyin, reaching an estimated audience of over 200 million across the Mainland.

Large-scale outdoor advertisements are placed in major train stations and landmarks in London, the UK and Sydney, Australia to enhance global visibility.

While in Hong Kong, outdoor advertisements are placed in high-traffic locations, such as the Mid-Levels escalator, and promotional screens will broadcast ads for “Hong Kong Super March” in airport arrival halls, the Lo Wu Control Point and MTR stations.

Dane Cheng, HKTB executive director, said, “To elevate the experience for visitors and locals attending Hong Kong’s diverse mega events, HKTB is bringing together various events in town and marketing them through thematic promotions by month, festival or event type to enhance publicity and deliver a richer, more immersive experience. The ‘Hong Kong Super March’ campaign is tailored for a wide range of audience segments, offering a comprehensive travel guide that meets a variety of interests. We believe this strategy will attract visitors to stay in town longer and drive spending to maximise the impact of these major events.”

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