Public Relations

2013 Visa go Hong Kong Super Shopper

Coming up with creative campaigns has become a daily challenge for PR people these days. In fact, it is a delicate balancing act and no easy matter to try to keep costs down while trying to attract media attention at the same time. It was therefore impressive that the “2013 Visa go Hong Kong Super Shopper” managed to attract reporters from nine markets all the way to Hong Kong to cover the campaign.

The 2013 edition of the competition Hong Kong Super Shopper was like the Hong Kong version of the Amazing Race. Nine contestants were selected through media co-ops in nine short-haul markets, and each of them was paired up with a celebrity from the same country or region. During the contest, the nine teams had to find their way to checkpoints while completing tasks like taking selfies in front of iconic landmarks or lesser known attractions, trying out local delicacies, or buying a new outfit to highlight different tourism experiences offered in Hong Kong.

The celebrity endorsement strategy had a powerful effect, as the celebrities, who were mostly young lifestyle personalities, including fashion bloggers and TV hosts, helped to showcase Hong Kong’s energetic lifestyle. The campaign also harnessed their influence on social media, which, together with media coverage, generated extensive publicity and maximised the campaign’s cost-effectiveness.