Australia

An Integrated Summer Campaign with Travel Retailer Flight Centre

As value for money is a primary concern for Australian travellers when they consider a trip to Hong Kong, the HKTB tries to increase their incentive to book a Hong Kong trip by rolling out special packages from time to time with travel agencies.

During summer in 2013, the HKTB partnered with Flight Centre, Australia’s biggest travel retailer, to launch a range of value-added, four-night packages to Hong Kong. Along with trying to reduce the price barrier, the HKTB raised Hong Kong’s profile and instilled in travellers a sense of urgency to visit Hong Kong in the summer through advertising in both traditional and online channels, including outdoor advertising, TV commercials, online displays, social media and search engine enhancement.

The HKTB also reached out to the young professionals, one of the target segments of the summer promotion, through bloggers Lady Melbourne and An Australian Wintour, who shared their personal experience of Hong Kong’s shopping, fashion, dining and nightlife on their blogs.