HKTB’s marketing strategy proves successful in its “100 Reasons to Miss Hong Kong” campaign
This post is sponsored by Perceptions
Hong Kong holds many firsts for Filipinos, from their first international travel destination to their first Disneyland and winter experiences. The city is a collection of many shared and wonderful memories for Filipinos, and it is in the city that many find the familiarity and comfort that they call Hong Kong a second home.
With field activities prohibited during the pandemic, HKTB had to travel virtually to compensate for what could not be done physically. This is how the “100 Reasons to Miss Hong Kong” campaign was born with the aim of introducing Hong Kong to Filipinos from the comfort of their homes. It made Filipinos reminisce about the different aspects they have come to love about Hong Kong, be it the food, the shopping, the great outdoors, or the nightlife.
As one of the biggest users of social media in the world, the Philippines has spawned a culture of commercialized influence, and nowhere has it been more prevalent during the pandemic. This was a major part of the campaign where HKTB collaborated and harnessed the power of social media influencers to promote Hong Kong’s soft power, Cantonese lessons with Richard Juan and cooking with Solenn Heussaff and Nico Bolzico , to the creation of AR filters of the iconic Hong Kong. Kong locations and online mystery hunting partnership with Mystery Manila.
His goal was to create lasting impressions on his target audience through a series of unconventional marketing activities on today’s most popular social media platforms.
In addition to this, HKTB recruited social media influencers who have a close affinity with Hong Kong to join its “Hong Kong Super Fans” program as part of its post-COVID-19 recovery plan, some of whom also supported the 100 Reasons to Miss Hong Kong and participated in activities organized by HKTB.
“I had a lot of fun working on this campaign because the pre-production really took me back in time to think about all the things I used to do when I was in Hong Kong. It made me realize that before, I took Hong Kong for granted, in the sense that it’s still only a two-hour flight away,” shared Hong Kong Filipino super fan Richard Juan, who hosted Cantonese lessons on its social media platforms.
It was difficult to cross new avenues when promoting a destination, especially when the experience of the city is better physically. Nonetheless, HKTB has managed to quickly adapt to the “new normal” of marketing through unique marketing activations through today’s popular social media platforms, allowing Hong Kong to be relived over and over again. strong from the pandemic.
Now that the world is emerging from the pandemic and leisure travel has slowly resumed, the Hong Kong Tourism Board will continue to create impactful campaigns digitally and physically to strengthen the bond between Filipinos and Hong Kong. Over the past two years, the city has undergone a transformation beginning with West Kowloon, a vibrant new cultural district located on a spectacular harborfront site in the heart of Hong Kong.
M+ is a visual culture museum in the cultural district of West Kowloon in Hong Kong
The West Kowloon neighborhood has “art lover” written all over it. Art lovers will love the Xiqu Centre, Freespace and the new M+ museum, which showcases a visual culture encompassing visual art, design and architecture, as well as moving images. With the Hong Kong Palace Museum set to open in July 2022, the West Kowloon district is set to be the region’s premier arts and culture hub.
Rainbow Rush attraction at Water World, Ocean Park
Filipino favorite attractions have also had a makeover. At Hong Kong Disneyland, a new castle featuring 12 towers has been built atop the existing Sleeping Beauty Castle to honor different princesses, queens and heroines. A short MTR ride from Ocean Park, the new Water World theme park promises fun for the whole family with 27 indoor and outdoor attractions for endless adventure.
Besides these new offerings, Filipinos can always rely on Hong Kong for comfort and familiarity as the city will always and forever be their second home.