“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.
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.
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 for a surprise cameo by Eason Chan!
CREATIVE CREDITS:
HKTB Marketing Team Credits
Tina Chao – General Manager, Marketing
Michelle Tan – Senior Manager, Brand Marketing
Farrida Lui – Manager, Brand Marketing
Rudie Lynes – Manager, English Editorial (Marketing)
Chan Ching Man – Senior Chinese Editor
Emily Wong – Assistant Manager, Brand Marketing
Monica Hui – Assistant Manager, Brand Marketing
Queenie Cheng – Senior Executive, Brand Marketing
Yani Wong – Executive, Brand Marketing
Sharon Chan — Senior English Editor
Yuki Xu — Senior Chinese Editor
Production House – Such Films
Media Agency – Mindshare Hong Kong
Grey Group Hong Kong Credits
Sarah Trombetta – Chief Executive Officer, Hong Kong
Ali Shabaz – Chief Creative Officer, South East Asia
Michael Knox – Chief Creative Officer, Hong Kong
Almon Lam – Executive Creative Director
Christopher Lee – Creative Director
Jackie Wong – Senior Art Director
Richard Lovell — Art Director
Ritta Deng — Copywriter
Mark Ngai – Business Director
Stephanie Lai – Account Director
Ricky Lau – Associate Account Director
Jeffrey Ng – Senior Account Manager
Alex Law – Account Manager
Yumi Wong – Senior Account Executive
Doyle Lee – Account Executive
Noc Choi – Strategic Planner
John Lo – Head of TV Production