New Markets

In view of the strong influence of KOLs and celebrities in the New Markets, which include India, Russia and the markets in the Gulf Cooperation Council (GCC), the HKTB solicited their support to maximise the effectiveness of our promotions.

©ChefKunalKapur

Exploring Hong Kong with Indian KOLs

  • Impressions resulted from Bani J’s Old Town Central campaign: over 1.2 million
  • Publicity value generated by Chef Kunal’s Hong Kong visit: HK$1.1 million

During the year, we identified and collaborated with two major KOLs, namely model-actress Bani J and celebrity chef Kunal. With Bani J, we filmed an inspirational, call-for-action video about Old Town Central (OTC) which was shown on the famous travel planning website Kayak as well as digital and app platforms to maximise reach. As for Kunal, we produced five thematic videos during the Hong Kong Wine & Dine Festival in partnership with Cathay Pacific and ABP TV channel, on which the celebrity chef’s visit was featured.

Romantic Hong Kong presented by Viu India

  • Audience reached through Viu India and Zoom TV: 110 million

We worked with popular digital TV platform Viu India to produce the romantic comedy series “It happened in Hong Kong”, which featured two solo travellers’ experience in Hong Kong. In addition to Viu India, the web series was edited and broadcast on Zoom TV, a major TV channel in the market.

Trade partnerships and networking in Russia

  • Year-on-year increase of online booking of Finnair flights from Russia to Hong Kong during the campaign period: 102%

To bring Hong Kong to the top of the mind of young and mid-career Russian travellers, we entered into strategic partnerships with various airlines, including Finnair and Emirates for joint promotions. We also promoted trade networking by inviting 18 Russian buyers from Moscow, St Petersburg and Vladivostok to visit Hong Kong. The delegation had a first-hand experience of OTC with a trial of qipao dress-up and met with 92 Hong Kong trade partners to generate business leads.

Four days in Hong Kong with Emirati KOL

  • Overall reach on social media generated by Mahira’s four-day Hong Kong trip: close to 1 million

As Cathay Pacific celebrated 40 years of its Hong Kong-Dubai direct flight, we joined hands with the airline to host an influential TV anchor, Mahira Abdelaziz, from the GCC on a four-day tour in Hong Kong where she was introduced to the dazzling art scene in OTC and Muslim-friendly locations across the city including a wide range of Halal restaurants. The trip was featured across different platforms including the social accounts of Mihira, Cathay Pacific, and digital travel platform Travall World.