Cultivating source markets

In order to boost consumer interest and demand for cruise travel, we promoted the unique features of Hong Kong as a destination for cruise holidays through both traditional and digital media to generate more pre- and post-stay visits in Hong Kong.

In 2016, we invited movie star Daniel Wu in the “Azure Voyage” campaign to shoot a series of short promotional videos and a magazine guide to share his experience on cruises and the unique charm of Hong Kong.

This year we partnered with a number of cruise lines that use Hong Kong as a homeport or major turnaround port, including Royal Caribbean International, Dream Cruises, and Celebrity Cruises, to launch the Fly-Cruise Co-op programme in key source markets, such as the Mainland, Taiwan, India, Japan, South Korea, Southeast Asia, Australia, the UK, and the US.