Intensive promotion of Old Town Central

• Publicity value generated by the Old Town Central media launch: HK$3 million
• Old Town Central influencer videos: viewed by over 2 million
• Sales of air tickets and packages resulting from Old Town Central trade co-op: 14,000 pax

We invited two Taiwanese expatriates living in Hong Kong to share their own experiences in Central at a media launch in May 2017 to introduce our Old Town Central (OTC) promotion. The launch was followed by a series of marketing and PR promotions, including outdoor advertisements at Taipei Mass Rapid Transit (MRT), distribution of the Old Town Central guidebooks along with local magazines, media familiarisation trips, TV news stories and teaser videos on digital platforms.

We also engaged Taiwanese illustrators, writer, actress and bloggers to shoot six fun-filled videos sharing their recommendations for the best experience in the OTC neighbourhood. The videos became instant hit and went viral on social media.

Meanwhile, we aroused awareness of the campaign among our Taiwanese travel trade partners by inviting them to participate in walking tours and dress up in the traditional qipao. We also entered into strategic partnerships with Cathay Pacific, China Airlines and 11 travel agents.

Innovative seasonal promotions

• Publicity value generated by Hong Kong Cyclothon Taiwan promotion: HK$5.2 million
• Publicity value generated by Hong Kong WinterFest Taiwan promotion: HK$5.9 million

Conventional promotions can no longer satisfy sophisticated Taiwanese travellers. In 2017/18, we adopted creative approaches to boost our city’s seasonal appeal. For example, we invited professional Taiwanese cyclist Feng Jun Kai to join the Hong Kong Cyclothon and the press conference to promote the first-ever Union Cycliste Internationale (UCI) Asia Tour Class 1.1 Road Race in Hong Kong. Together with sports journalists joining the media familiarisation trip, a total of 48 Taiwanese cyclists participated in the sporting event and generated extensive media coverage.

Winter is another high season for Taiwanese visitors to travel. Partnering with popular music band Won Fu, we produced a customised Christmas digital video and showed it on a dedicated campaign site to promote the Hong Kong WinterFest. To encourage consumers to watch the video, a promotional code was embedded in the video for purchasing China Airlines flights at special prices.

Promoting fly-cruise as the next big thing

• Arrivals generated by fly-cruise packages under long-term tactic co-op with Dream Cruises : 7,200 pax

Fly-cruise is promoted in the Taiwan market as a new trend of travelling. We actively showcased the appeal of fly-cruise to Taiwanese consumers by cooperating with a famous TV travelogue and generating coverage from numerous media familiarisation trips. We also worked with Dream Cruises, Eva Air and travel agents to roll out a four-day, three-night tour product with a night’s stay in Hong Kong. The tour product was promoted widely through outdoor advertising at MRT stations and as a special highlight at various consumer travel shows.