Canada

Promoting Multi-Destination Travel

The majority of Canadians who travel to Hong Kong also go somewhere else on the same trip – the percentage was as high as 87% in 2013. Therefore, one of the HKTB’s key strategies for this market is to partner with other Asian national tourist offices, such as the China National Tourist Office (CNTO) and the Tourism Authority of Thailand (TAT), as well as the Shenzhen Municipal Bureau of Culture, Sports and Tourism and the Guangdong Tourism Administration in the Pearl River Delta, to promote multi-destination travel.

Early last summer, the HKTB, together with the CNTO and TAT, launched an integrated marketing campaign with the Toronto Star, Canada’s largest daily newspaper, to drive traffic to Hong Kong, Mainland China and Thailand. In co-operation with the CNTO, the HKTB organised an out-of-home campaign targeting Calgary, as well as a media-familiarisation visit to Hong Kong and Sichuan. And with TAT, the HKTB launched a digital campaign promoting Hong Kong and Thailand as the best Asian city/beach combo package.

Along with its multi-destination promotions, the HKTB reinforced the Hong Kong Asia’s world city brand through digital campaigns on AdoTube and YouTube, and ran an aggressive Facebook fans acquisition campaign.