Making the most of user-generated content (UGC)

True and touching stories are an effective way to get people’s attention and can go viral through social media, creating a wider impact.

Therefore, we launched the #DiscoverHongKong user-generated content campaign and invited international key opinion leaders (KOLs) to share their unique experiences when visiting Hong Kong and to produce promotional videos to encourage visitors to share their “I Never Knew” stories about Hong Kong in the form of videos, text or images via digital and social media. The HKTB re-posted these stories to allow more people to learn about the diverse tourism experiences Hong Kong offers.

• The Fung Brothers: The rapper and comedian duo from the US travelled around Hong Kong looking for trendy gadgets and innovative cuisine.
• Rima Zeidan: The Taiwan-based model and TV travel presenter explored hidden gems in Hong Kong and recommended authentic local food.
• Evan: The popular American YouTuber, who was just 9 years old, took his family on a culinary and fun-filled trip to Hong Kong and introduced family-fun attractions.

We created a dedicated website about recommendations made by the KOLs and promoted it via other channels such as advertisements and social media to reach a wider audience.