Hong Kong Tourism Board launches global marketing campaign

Hong Kong Tourism Board launches global marketing campaign

Author | exchange4media Mumbai Bureau | Friday, Dec 23,2005 8:22 AM

Hong Kong Tourism Board launches global marketing campaign

The Hong Kong Tourism Board (HKTB) has launched its global marketing campaign for 2006, titled 'Discover Hong Kong Year'. Leading cast members of Balaji's popular serial, 'Kavyanjali', HKTB's travel and trade partners and business associates were among those who attended a special event to launch the campaign.

The launch showcased the colourful journey of Hong Kong's new image with its array of diverse and multi-dimensional offerings leveraging on the opening of various tourism projects in Hong Kong in 2005 and 2006.

As a prelude to this global promotion, Hong Kong recently hosted a shoot for 'Kavyanjali' – a primetime TV serial on STAR Plus featuring Amrita Singh, Natassha, Eijaz Khan, Hiten Tejwani and Nandini Singh. The serial effectively showcased Hong Kong's attractions like Hong Kong Disneyland, Ocean Park, Avenue of Stars, Murray House, and Symphony of Lights.

The 'Kavyanjali' cast embarked on a unique journey to discover Hong Kong's cultural heritage, bazaars and restaurants. This promotion was also supported by a contest by HKTB's radio partner, Radio Mirchi, and HKTB's drama map, titled "Discover Kavyanjali in Hong Kong" with print partner, Hindustan Times, to bring visitors on the trail of 'Kavyanjali' cast's Hong Kong experience.

David Leung, South and Southeast Asia Regional Director, HKTB, said, "By encompassing Hong Kong's differentiating values and creating brand new experiences for visitors, the 2006 Discover Hong Kong Year global marketing campaign will not only generate immediate visitor arrivals, but also provide the impetus for sustained growth from the Indian market during the coming years. The campaign is expected to bring total arrivals to a new record of 27 million and total tourism expenditure to exceed the HK$100 billion mark to reach HK$114.7 billion."

He added, " India is a very important market for Hong Kong. Last year, we welcomed 244,364 Indian residents, the highest number ever, and the 11.2 per cent growth in arrivals in the first 10 months of 2005 equally underlines the depth of Hong Kong's appeal in India, one of our key markets in this region."

To maximise the new campaign's effectiveness and impact, HKTB considers India as one of the priority markets. Leung said, " More than 60 per cent of our overnight arrivals from India come on business. We'll, therefore, take advantage of our new tourism assets and mega events to encourage business visitors to stay longer and also bring companions with them so that their loved ones can experience Hong Kong's myriad attractions."

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