Trade engagement and collaboration

In the UK, we concentrated on exploring business opportunities with professional groups, by giving a presentation at the annual meeting of the International Association of Professional Congress Organisers (IAPCO), for example, to develop future convention business for Hong Kong. We also built relationships with key airlines and tour operators by hosting an exclusive dinner to celebrate Chinese New Year.

We partnered with Wendy Wu Tours and Cathay Pacific to roll out an integrated trade and marketing campaign. Through Facebook, major travel sites and email, the campaign created a blast with its competition for a free trip to Hong Kong and the Mainland.