DDB Group Hong Kong has developed a digital campaign for Hong Kong Tourism Board (HKTB) bringing Hong Kong’s destination brand essence and new defined spirit to life.
The campaign focuses on the fact that today’s free and independent travellers are looking for authentic experiences so they can bring back genuine stories to their friends and family, which shows others what breed of traveller they are.
And the best way to do this? To travel like a local and to see Hong Kong, like a Hong Konger.
DDB Group Hong Kong has developed a series of entertaining brand vignettes based on HKTB’s above-the-line campaign ‘My Time For’, which will drive traffic to discoverhongkong.com and activate social sharing.
Partnering with local key opinion leaders, four branded content vignettes, running on both digital and TV channels show a different kind of experience.
· ‘My Time For Indulgence’ features Michelin star chef Alvin Leung, showing us how to consume a whole cow through culinary experiences in Sheung Wan, Temple Street and Wan Chai.
· ‘My Time For Renewal’ stars designer and style blogger J.J. Acuna, who takes us on a unique journey through Hong Kong sourcing different clothes to style himself up as a gentleman.
· ‘My Time for Urban Escapes’, sees The Savvy Guide’s host and model Jason Godfrey showing the audience where and how to best get suntanned when in Hong Kong.
· ‘My Time for Summer Fun’ features 1,600 pandas on an adventurous tour through the city’s family-friendly hot spots.
The vignettes run on regional TV stations from July 2014 (Life Inspired TV and Discovery Channels) plus online platforms such as DiscoverHongKong.com, Yahoo, YouTube, Facebook and other social media channels.
Anthony Lau, Executive Director of HKTB said, “We want our audience to know, see and feel that a trip to Hong Kong never disappoints and always gives you an amazing experience that leaves you with a great story to tell. And we illustrate these experiences by going deeper to uncover unique insights to show fun and authentic Hong Kong experiences through the eyes of local experts.”
Simone Tam, President and CEO of DDB Group Hong Kong and Guangzhou, added, “We’ve strategically uncovered a consumer insight that is powerful enough to drive brand communication, as well as tactical activations.”
Credits
Campaign:
Hong Kong Experts’ My Time For
Client:
Hong Kong Tourism Board
Director, Marketing – Tina Chao
Senior Manager, Brand Marketing – Michelle Tan
Manager, Brand Marketing – Melody Tong
Senior Executive, Brand Marketing – Emily Wong
Executive, Brand Marketing – Queenie Cheng
Executive, Brand Marketing – Randoll Leung
Creative Agency:
DDB Group Hong Kong
President and CEO – Simone Tam
Executive Creative Director – Jeffry Gamble
Creative Director – Leung Chung, Vincent Tse
Senior Art Director – Vinza Chu
Copywriter – Joe Ting, Neil McCollum
Assistant Art Director – Carmen Wong, Ka Ho Chan, Kiki Wong
Digital Designer – Joe Wan
UX Developer – Dickson Chan
Associate Project Director – Bryan Fong
Associate Planning Director – Andreas Krasser
Business Director – Adrian Li
Account Director – Yan Kwan
Senior Account Executive – Pipi Yuen
Production Company:
Life Inspired
General Manager – Anne Chan
Head of Content – Janice cheng
Head of Creative – Keith Su
Producer – Dinesh Michan
Associate producer – Deborah Choo
Art Director – Adrian Ang
