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Excellence Award

“Hello Hong Kong Recover Campaign”
Hong Kong Tourism Board

With prolonged travel restrictions and a late border reopening, Hong Kong witnessed tourists’ schedules becoming inundated
with bookings for “revenge travel”.
The Hong Kong Tourism Board (HKTB) initiated the city’s largest collaborative marketing campaign, a tactical initiative to swiftly
draw visitors back to Hong Kong. It sought to engage industry partners, local businesses, media, and Hong Kong enthusiasts
worldwide through a simple yet impactful concept: “Hello Hong Kong”.

Through multilayered collaborations aligned with travellers’ decision-making journeys, the HKTB transformed places into personal
connections and highlighted human stories as the city’s heartbeat, inviting media and Hong Kong fans globally to share diverse
experiences from their own perspectives.
For those with pre-existing travel plans, the HKTB facilitated the Airport Authority and local airlines to offer complimentary flight
tickets. By supporting the promotion of the giveaway, the HKTB was able to position Hong Kong as a surprise addition to itineraries,
fostering more personalised travel narratives.

Despite various challenges, Hong Kong welcomed a total of 34 million visitors in 2023. Remarkably, in Q1 2023, the campaign
achieved the highest brand awareness and secured the number one follower base among all travel brands in the Southeast Asia
markets. Additionally, visitors’ satisfaction with their experience in Hong Kong reached an impressive 8.7 out of 10 points, with 94%
expressing a strong intention to revisit and 93% indicating a high likelihood of recommending Hong Kong to others.

The “Hello Hong Kong” campaign laid the groundwork for the city’s ongoing tourism recovery efforts. It initiated a renewed
dialogue about Hong Kong’s position as a premier travel destination, promising enriching experiences to entice future visitors.

Comments from the Judges:
The campaign stands as a powerful testament to the resilience and revitalization of Hong Kong’s tourism sector after a challenging
period. By emphasizing authentic human connections, it invites travelers to rediscover the city’s vibrant culture and warm
community, making it an enticing destination once more.

Three distinctive marketing strategies contribute to the campaign’s success: first, the collaborative approach that unites various
stakeholders, creating a unified front to promote Hong Kong’s allure. Second, the focus on storytelling through personal experiences
allows potential visitors to connect emotionally, showcasing the depth and richness of local culture. Lastly, the innovative use of
social media and influencers amplifies the campaign’s reach, engaging younger audiences and enhancing visibility in key markets.

Overall, this campaign represents a monumental achievement, signaling a bright and dynamic future for Hong Kong tourism and
showcasing a city eager to welcome the world back with open arms.

Parties to be Recognized for Contributing to the Success of the Programme:
1. Grey Advertising (HK) Limited
2. The Bread Digital Limited

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HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2024

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