Celebrities and KOLs to promote Old Town Central

• Publicity value generated by the Old Town Central-related promotions: HK$300 million
• Number of attendees in the two consumer shows: 160,000

A core highlight of our Korean promotion was the Old Town Central (OTC) neighbourhood, which is famous for street art, east-meets-west architecture and local delicacies. To enliven the experiences offered by OTC, we collaborated with Travel Factory, a major Korea-based social media travel platform, to make two artistic and romantic videos and disseminated them with photos across the digital platforms of selected social media influencers.

We also engaged TV channels, including KBS, SBS and MBC to film their programmes and dramas at signature spots in OTC. Korean celebrities such as Jang Hyuk were featured to attract their fans’ attention. To further enrich visitors’ in-town experience, a Korean version of the OTC guidebook, map and special coupon booklet were published.

Parallel to our PR and marketing effort, we lined up various trade cooperation projects, including attractive airfare and tour packages offered by Asiana Airlines and key travel agents, to stimulate tour booking. We also participated in two major consumer shows, Korea World Travel Fair (KOTFA) and Hana Tour Travel Mart, to introduce related products to the consumers.

Down the memory lane

• Sales of tour packages in cooperation with FIT travel agencies, Hana Tour and Cathay Pacific: around 5,200 pax

Apart from arts and culture, many Korean consumers are fond of hiking. Mixing greenery with beautiful photo opportunities, a hiking trail from the Peak to Hong Kong University themed “Down the memory lane” was introduced to Korean consumers during Great Outdoors Hong Kong. A video was produced in partnership with a social media community to highlight the stunning views along the hiking trail. Partnering with eight FIT travel agencies, Korea’s top wholesaler Hana Tour and Hong Kong airlines Cathay Pacific, attractive packages and products featuring the hiking trail were developed. Free guided hiking tours and various food and transport offers were also provided to enhance the campaign’s appeal.

Hot airfare deals for Hong Kong Summer Fun

• Impressions generated by Hong Kong Summer Fun: 33.8 million
• Sales of Cathay Pacific’s tickets during Hong Kong Summer Fun: over 16,000 pax

Like their counterparts in other short-haul markets, Korean consumers enjoy spending a few days with their friends and families in neighbouring destinations during the summer holiday. In view of this opportunity, we entered into a tactical partnership with Cathay Pacific to promote hot airfare deals and rolled out consumer campaigns via a wide range of online platforms including Facebook, Instagram and the official websites of the HKTB and Cathay Pacific, to make Hong Kong the first choice of Korean travellers during summer.