Hong Kong brings out the lo­cals

Travel Bulletin - - ISUES & TRENDS -

Hong Kong’s lo­cal per­son­al­i­ties, gourmet din­ing, fash­ion, en­ter­tain­ment, out­doors and fam­ily ad­ven­tures are be­ing brought to life in a new global mar­ket­ing cam­paign. Ti­tled “Best of All, it’s in Hong Kong”, the new push from the Hong Kong Tourism Board tar­gets “to­wards 45+ re­peat trav­ellers” as well as first-time mil­len­ni­als. Four videos take view­ers on a jour­ney, offering a taste of the re­gion’s culi­nary scene by three-star Miche­lin chef Um­berto Bom­bana or a tour of the best fash­ion hang­outs from de­signer Anais Mak. Ac­tor and pi­lot Michael Wong takes the con­trols of a he­li­copter for a fam­ily city ad­ven­ture and movie star Sean Lau takes view­ers out into Hong Kong’s breath-tak­ing nat­u­ral scenery. “We want vis­i­tors to see, feel and taste the best Hong Kong has to of­fer from a lo­cal’s per­spec­tive,” said Hong Kong Tourism Board Re­gional Di­rec­tor, An­drew Clark. “By watch­ing these videos and en­gag­ing with our con­tent, trav­ellers can dis­cover the breath-tak­ing in­ten­sity, the sur­pris­ing con­trasts, the re­ward­ing va­ri­ety and the cap­ti­vat­ing style this won­der­ful city can of­fer.” Clark said the clips aimed to pro­vide a snap­shot of the “au­then­tic, off-the-beaten-track, lo­cal ex­pe­ri­ences” on of­fer that Aussie trav­ellers are “des­per­ate to find”. Catch the “Best of All, it’s in Hong Kong” cam­paign on dig­i­tal chan­nels, or spot it in trade part­ner tie-ups. The new brand­ing will ap­pear across con­tent me­dia part­ner­ships and the videos will be rolled out on so­cial me­dia, along­side a se­ries of sto­ries with a spot­light on food, na­ture and fash­ion.

Hong Kong chef Um­berto Bom­bana

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