Hong Kong Tourism Board hands global media remit to dentsu

The Hong Kong Tourism Board (HKTB) has named dentsu its global media partner for Asia Pacific, Europe and North America, effective immediately. 

HKTB is headquartered in Hong Kong and has a worldwide network of 15 offices and representatives in six different markets. Upon the appointment, dentsu will work closely with HKTB globally to develop global communications strategy, media planning and buying, as well as supporting HKTB head office and worldwide offices.

Additionally, dentsu is also tasked with developing integrated campaigns to drive creative, production and KOL campaigns, utilising different channels to enrich visitor experiences and create business opportunities for the travel-related sectors.

HKTB is confident that dentsu team's extensive industry knowledge and innovative approach make them an excellent partner to help HKTB achieve its strategic goals, according to Anson Hung, digital marketing director, Hong Kong Tourism Board. "We are excited to collaborate with them in creating memorable campaigns that truly resonate with our target audience,” he added. 

Meanwhile, Prerna Mehrotra, CEO, Media, APAC, dentsu, said: “Winning a global account based out of Asia Pacific is a huge testament to the expertise and insight of the local team as well as to our unique offering of a ‘one-stop’ integrated agency with a close network across the globe. This win follows closely on the back of our recent win of foodpanda in the region – which was expanded from our remit in Taiwan, and demonstrates a steady trajectory of confidence and strength. This is a positive momentum that we will continue to work hard towards to stay on track of.”

Simone Tam, CEO, dentsu Hong Kong, said: “We are very excited to be partnering with HKTB to promote Hong Kong to travellers around the world. Knowing what we will do will help to contribute to Hong Kong's reputation and prosperity make it both exciting and meaningful.”

MARKETING-INTERACTIVE has reached out to HKTB for more information.

Don't miss: HKTB and global media platforms join forces to feature influencers' first-person experiences in HK

Most recently, HKTB has partnered with various media platforms from China, Taiwan, Korea and Japan to feature influencers' first-person experiences in Hong Kong in their TV programmes. 

This comes as Hong Kong finally opens up to the world and the HKTB has decided to collaborate with global media platforms to feature stars visiting Hong Kong in their entertainment programmes.

With the idea of "Seeing is believing", the HKTB has invited popular stars from China, Japan, South Korea, amongst others, to tell their experiences in Hong Kong through starring in certain entertainment and travel shows. 

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