Expanding online coverage

In addition to film and television media, online platforms are an effective way to reach consumers. We therefore forged strategic partnerships with a number of online media platforms to promote Hong Kong.

In 2016, we worked with CNN and BBC to set up dedicated pages on their online platforms to regularly share Hong Kong travel stories that showcased diverse travel experiences from different angles. For example, we introduced “Hong Kong Sports Month” in collaboration with CNN to highlight the Sun Hung Kai Properties Hong Kong Cyclothon and other mega events in the city. On the BBC’s travel page, we focused on stories about local culture and customs.

We also partnered with a number of international news agencies, including Reuters and Associated Press, to produce photos, videos and articles about various mega events in Hong Kong. The enormous reach of these international news agencies allowed media in different regions to obtain the information about Hong Kong easily and rapidly. The partnerships successfully generated publicity value of tens of millions of Hong Kong dollars.