Page 49 - MA2021-Souvenir-Programme/

Bronze Award

“Holiday at Home’”
Hong Kong Tourism Board

Rated as the No.1 travel destination in the world for 9 consecutive years, Hong Kong tourism hit rock bottom from the
unprecedented challenges and social pandemonium in 2019 and 2020. Locals, and particularly to travel industry, faced both
physical and emotional lockdown with minimal hope.

HKTB introduced Holiday at Home 旅遊·就在香港, an ecosystem for the travel trade and Hong Kong locals to support and
reciprocate each other’s needs and desires. It was the first platform asking locals to be tourists to rediscover their home, while
boosting in-city spending simultaneously.

Partnering with the travel trade partners, HKTB launched various consumer centric products, including “Themed Itineraries”, “Hot
Deals”, and “Spend to Redeem”, including “Free Tour”, and “Staycation Delights”, which motivated locals to spend and travel
around Hong Kong, while bringing business to the tourism and adjacent industries.

The programme penetrated into the Hong Kong community. HKTB lifted spirits around town by permeating the city with vivid
colors and light-hearted animation style. Through social influencers’, HKTB triggered everyone to voluntarily participate in sharing
different new perspectives of Hong Kong, turning locals into advocates in promoting their own city.

“Holiday at Home” has successfully and will continue to energize locals with positivity, and to fall in love with the city again through
appreciating the local culture, traditional heritage, and values, while at the same time reviving and sustaining the travel trade
businesses, creating demands and stabilizing employment.

It has created impact on the long-term steering of the domestic tourism, which is essential to the revival of overall Hong Kong
tourism in the future even when international travelling resumes.

Comments from the Judges:
It was commended as an influential and timely campaign in an unprecedented hard time. The brilliant initiative to support the
local travel and tourism industry and to release Hong Kong people from pandemic fatigue by generating whole new attractions to
stimulate inbound travelling successfully hit two birds with one stone.
All execution was beautifully crafted. The judging panel was impressed with the passion of the Hong Kong Tourism Board to
take the lead in supporting local businesses and mobilizing numerous travel agents, hotels and merchants to align their efforts to
meet a meaningful end. This first ever large-scale domestic tourism campaign has generated huge positive feedback from local
residents and effectively engaged them as advocates to promote Hong Kong and spread their love of the city to the world in the
most authentic way.

The multiplying effect of this campaign was exponential and its impact on the overall Hong Kong economy was huge. The
campaign has not only ignited a trend for local people to rediscover the city under new lens and revitalized local spending during
the pandemic, but also paved the way for attracting international visitors when borders reopen in the near future.

Parties to be Recognized for Contributing to the Success of the Programme:
1. Grey Group Hong Kong

47
HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021

10/4/2021 3:08:44 PM
Dinner 88p content 2021.indd 47
Dinner 88p content 2021.indd 47 10/4/2021 3:08:44 PM