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Award-winning director Ke Ke directed five light-hearted mini-movies for us to refresh Mainland travellers’ perspectives on Hong Kong. Through the delicately interwoven stories of six Mainlanders in Hong Kong, some living here, some visiting, and all loving the energy and sassiness of the city, the videos set out to build emotional bonding with Mainland consumers and invite them to create their personal Hong Kong stories. The mini-movie initiative was supplemented by advertorial placements, press events and road shows.
Viewership of the videos exceeded 16 million
(from August to October 2014 on Tudou, and from January to February 2015 on iQIYI).
Total publicity value reached HK$50 million.
TVB dramas and artistes enjoy huge popularity in the Mainland, particularly in Guangdong and Southern China, where the HKTB focuses on promoting cruise travel. So we teamed up with TVB to produce four episodes promoting Hong Kong as an all-round cruise destination, following artistes Tracy Chu and Yao Bin aboard a luxury cruise liner and around town before and after their trip. Other famous TVB artistes provided personal recommendations on Hong Kong at the end of each episode, while scenes from TVB dramas were woven in to maximise the celebrity effect.
Viewership reached 2.4 million in just one month.
We developed the “Hong Kong Value Offer” app , which bundles spending offers from Hong Kong merchants, including those accredited by the Quality Tourism Services Scheme, with downloadable coupons to enrich visitors’ stay. The app was launched in early 2014 and later extended to Alipay, an online payment platform which has over 350 million registered users. Click here to download our app.
