Showcasing the authentic Hong Kong experience in France

• Publicity value generated by all “Best of all, it's in Hong Kong”-related campaigns in France: HK$ 98 million
• Reach of the OTC digital campaign and Lyon Street Food Festival: 8 million consumers

French people are known for their love of culture and good food. Our Paris office therefore focused on promoting “Best Dining”, “Best Cultural Immersions” and “Best Outdoor Adventures” under the “Best of all, it’s in Hong Kong” brand campaign to capture the hearts of French consumers.

A major initiative was the collaboration with the prime-time travelogue “Le Plein de Sensations” on France 4 TV to produce a 90-minute TV show featuring two celebrities’ visit to Hong Kong, which generated immense publicity. We also launched a digital campaign in France to showcase captivating experiences offered by OTC on the websites of influential media including Cosmopolitan and Marie-Claire.

Another exciting initiative was our participation in the Lyon Street Food Festival. As Hong Kong was the destination of honour, we piqued the interest of the patrons by offering authentic local food including dim sum, baos and noodles, a mahjong workshop, and OTC street art.

Reaching consumers through KOL, media co-op and trade activities in Germany

• Publicity value generated by Marc Baechtold’s influencer campaign: HK$13.7 million

We invited Marc Baechtold, a GoPro ambassador to experience Hong Kong’s hip lifestyle and great outdoors. The result was impressive – his videos and photos were prominently featured on GoPro online communities around the world and his Hong Kong brand video was broadcast on McDonald’s in-store TV channel in the fast food chain’s 850 branches in 575 cities across Germany.

The GoPro ambassador was also invited to speak about our collaboration at ITB Berlin 2018, the world’s largest tourism trade fair, where we promoted Hong Kong through interesting programmes such as sampling of Michelin Guide-recommended egg waffles by Mammy Pancake.

We worked extensively with both the travel trade and the media to promote Hong Kong in Germany. Throughout the year, we partnered with Lonely Planet, leading German travel companies including DERTOUR, STA Travel and Meier’s Weltreisen and major airlines to roll out promotions. We also engaged high-end magazines including the magazine of the biggest German outdoor supplier Globetrotter and prime geographic magazine Geo Saison, and disseminated audio kits featuring various events and promotions to 200 radio channels with an average broadcasting time of one hour per channel.

Manifold collaborative projects in the UK

• Total publicity value generated by the PR programme related to Old Town Central and the 20th anniversary of the establishment of the HKSAR: HK$40 million

Leveraging our new OTC campaign and the 20th anniversary of the establishment of the HKSAR, our UK office lined up comprehensive PR programmes to promote Hong Kong via top media outlets, including travel programme “Travel Man” on Channel 4, national newspapers such as The Guardian, Metro, The Times, The Sunday Times, The Mail Online and The Daily Telegraph, and magazines like Lonely Planet Traveller and Reader’s Digest. To inspire British travellers to explore different neighbourhoods and core experiences, we cooperated with British Airways and British digital travel platform Secret Escapes to launch a multimedia micro-site which categorised the various districts of Hong Kong by their specialties. We also embedded the HKTB competition site onto this micro-site to drive traffic to our official website.

At the same time, we continued to engage convention organisers by presenting at the annual meeting of the International Association of Professional Congress Organisers (IAPCO) and successfully secured a study mission of world-class professional organiser K.I.T. Group to Hong Kong. We also led a trade mission with 44 Hong Kong trade partners including hotels, attractions and ground handling agents to the UK and met with 33 UK buyers from across the leisure and business-to-business sectors.