Page 59 - HKMA/TVB Awards for Marketing Excellence 2019-Dinner Souvenir Programme
P. 59
Merit Award
“Breakup Tour”
Secret Tour (HK) Limited
Travelling has long been a medicine for broken hearts. According to a research published by Facebook IQ, upon the month
following the announcement of their break up, newly single people see a 25% increase in travel-related purchases. Secret Tour
Hong Kong, advertising agency launched Hong Kong’s first ‘Break up Tour’ – a 5-day-4-nights trip to Tokyo in Sep 2018, tailor-made
to help the heartbroken grieve and start anew.
For the tour, it garnered generous sponsorships from international brands such as Cathay Pacific, KKday, airbnb, Pamycarie and Car-
ousell, with 9GAG and New Media Group as international media partners, to create a campaign that is synergised across different
brands to engage & draw purchase with our collaborated brands. It targeted to showcase new marketing strategic breakthrough
– cobranding so as to create talk of the town.
It resulted that there were more than 40 international & local media including 9gag, Apple Daily, Weekend Weekly, GoTrip,
P resslogic, etc featured our campaign.
“Breakup Tour” became the top searching keyword in Yahoo! Hong Kong right after launch. We attained total over 2.5m views and
over 1.5m engagement in 2 weeks.
In view of the excellent result, we co-organised the 2nd tour with Apple Daily and Dear Jane for total 14 episodes of reality show
gained over 2.5m view. It was estimated that the entire campaign earn over $5 million PR value with $9,000 media dollar spent.
Comments from the Judges:
It was commended as a highly original and adventurous campaign, which has leveraged on the strengths across different partnering
brands to create the first of its kind tours to a specially defined target segment, broken hearts, and became a talk of the town.
The way of identifying the target segment to the formulation and promotion of the campaign was overwhelming and changed the
rule of game. The line-up of over 13 international brands with different business objectives to collaborate under one big bold idea,
healing the broken hearts, was perfectly matched. The tactic of requesting the tour participants to write a letter to their ex not only
successfully engaged the target audience, but also generated talking points among the mass public.
All in all, it was a highly successful programme with impressive financial results and extensive media coverage. The campaign was
a perfect showcase of how social marketing could make a huge difference with a minimal budget. It went beyond just a campaign
but a co-branding business model 2.0.
Parties to be Recognized for Contributing to the Success of the Programme:
1. Fimmick CRM
2. The Gate
3. Prizm
57HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2019
