The Hong Kong Tourism Board (HKTB) has unveiled a new global tourism campaign, Only in Hong Kong, across 22 source markets as it seeks to drive visitor arrivals, spending and repeat visitation.
The campaign focuses on experiences spanning the city’s neighbourhoods, attractions, nature, culture, dining and hospitality, including the Star Ferry, Kai Tak Stadium, Victoria Harbour, local markets, beaches and hiking.
Rather than relying primarily on conventional destination imagery, the campaign uses street scenes and everyday experiences to present Hong Kong through four themes – variety, vibrancy, contrast and world-class experiences.
A new visual identity has also been developed around 16 colours drawn from elements associated with Hong Kong, ranging from its traditional junk boats, trams and Victoria Harbour to local food, bauhinia flowers and pandas.
The campaign logo combines references to Hong Kong’s neon signs with the form of a traditional Chinese seal and incorporates the city’s ‘Asia’s World City’ positioning.
The campaign is being introduced in phases, beginning with digital and social media before expanding across television, local media and outdoor advertising in its 22 source markets.
HKTB will also work with international key opinion leaders and media from China and overseas to promote destination experiences. Travel, hospitality, dining, retail, events and aviation partners will support the campaign through their own media spaces and channels.
The tourism board said the shared platform is intended to provide industry partners with a consistent approach to promoting the destination internationally.
