HONG KONG – “The world isn’t getting smaller, it’s getting closer. Especially in the world of tourism, where destinations are lost in the sea of sameness. In a heightened competitive landscape, how can Hong Kong stand out?”
Developed in tandem with Grey Group Hong Kong, the ‘Best of All, It’s In Hong Kong’ global campaign by the Hong Kong Tourism Board invites citizens of the world to experience Hong Kong through the eyes of its locals. A bustling metropolis, a land of breath-taking contrasts with cultural diversity, and a captivating display of global trendsetters, Hong Kong stands proud as one of the most visited cities in the world. Beginning with four brand videos and a director’s cut, visitors are encouraged to see and feel Hong Kong through differing experiences including: Gourmet Dining, Trendy Fashion and Entertainment, Family Adventures across Land, Sea and Sky, as well as experiencing the Great Outdoors Just Next To The City.
Hong Kong designer Anais Mak in the Trendy Fashion and Entertainment brand video shoot
Slated for launch from 28th October onwards with focus initially on the Asia Pacific region (China, Taiwan, India, Korea, Japan, Malaysia, Singapore, Indonesia, Thailand, Philippines), the campaign will also extend its online reach to long-haul markets such as Australia, Canada, France, Germany, UK, & USA. The series will be broadcasted across various regional TV networks (BBC, CNBC, CNN, Discovery Channel, Fox & National Geographic), as well as on local TV channels, with insider’s recommendations and itineraries readily available via Hong Kong Tourism Board’s online and social media platforms.
“To connect better with today’s travellers, who constantly seek local authenticity, it is crucial to identify and communicate the local uniqueness of Hong Kong. With this in mind, we aimed to give a taste of the Hong Kong that every traveller would want to experience even before they get here. We want them to discover Hong Kong like a local”, said Tina Chao, General Manager of Marketing, Hong Kong Tourism Board
“It is a huge honour to be working with the Hong Kong Tourism Board on this campaign, and for us to tell Hong Kong’s story to the world. Showcasing the local aspects of Hong Kong highlights the different dimensions this remarkable city has to offer. People love coming here, there’s no city quite like it with so many diverse and treasured moments waiting to be discovered”, commented Sarah Trombetta, CEO, Grey Group Hong Kong.
Actor and pilot Michael Wong, his wife Janet Ma together with a real family cast taking a break while shooting a brand video about Family Adventures on Land, Sea and Sky
Actor Sean Lau in Tai O while making a brand video about Great Outdoors Just Next to the City
Part one of the brand video features Chef Bombana, a prominent Michelin-starred chef who has called Hong Kong home for over 20 years. Viewers are given insights on his burning passion for local cuisine, and invited to see Hong Kong through his eyes as he embarks on a tantalizing food trail alongside various renowned chefs and foodies. Part two takes on a creative touch as the spotlight falls upon Anais Mak, a fashion designer who derives inspiration for her outfits from the creative flair of Hong Kong’s streets. Stay tuned till the end to find out who makes a surprise cameo!
The other two brand videos and the director’s cut (long version) are currently slated for release before the end of the year.
Find out more about local recommendations here: DiscoverHongKong.com
