The primary mission of the Hong Kong Tourism Board (HKTB) is to promote Hong Kong as a destination worldwide, and thereby increase the contribution of tourism to Hong Kong's economy. In doing so, it tailors its marketing strategies carefully to the varying demographics and perceptions of each market region, making use of comprehensive market research and targeting especially those sectors that can bring the highest yield in terms of visitor spending. In all cases, Hong Kong is promoted as a unique, vibrant destination that offers visitors a living fusion of Eastern and Western cultures. Hong Kong Tourism Board has launched its first short animated film as part of online video tourism marketing campaign, Mr and Mrs Incredible. Created by Hong Kong local designer Prudence Mak, Hong Kong TOurism Board (HKTB) has launched its online video marketing campaign “Mr and Mrs Incredible” to showcase Winter Fest celebratory programme across Hong Kong.
The online video tourism marketing campaign has uploaded to the official Hong Kong Winter Fest mini site and also the other social media platform like YouTube. The online video campaign features Mr and Mrs Incredible touring the city and dancing in the snowy theme parks, including Disney Let It Snow Christmas Parade, Swarovski Crystal Christmas Tree, and 2011 New Year Countdown Celebrations. The fun tourism marketing campaign has been run between November 29, 2010 to January 2, 2011.
Case Study n°2
Audi has launched its online auto digital social media marketing and advertising campaign in Hong Kong for its new moder Audi A1. Created by digital creative agency PasificLink iMedia, the new online digital marketing campaign for Audi A1 is aimed to tap the younger consumers market with age 20 to 29 in Hong Kong.
The online marketing mix integrated between the Audi’s official website for A1 and the social media marketing campaign through Facebook. The social network Facebook fans page is aimed for the Audi brand to enhance its image on social media to support the website to create enough viral effect to spread the word of mouth. To create more buzz, a Facebook racing game also has been created and ready to launch in the upcoming October. As another marketing tools, the Facebook fans page also act as Facebook marketing campaign tools which you can sign up for the exclusive launch party for Audi A1.
Case Study n°3
Hong Kong Cancer Fund has launched its health marketing campaign awareness for women, the Pink Revolution. Celebrating the international month of breast cancer, Hong Kong Cancer Fund has launched its healthcare marketing campaign awareness Pink Revolution for breast cancer symptoms. Developed by creative advertising and marketing agency Grey group, the health marketing campaign awareness is aimed to boost rates of early detection and encourage women to be more breast-aware. Hong Kong Cancer Fund is Hong Kong's largest cancer support organisation, providing free information and professional support to anyone living with or affected by cancer. Our goal is to make life better for people touched by cancer.
With for Hong Kong’s sophisticated market and conservative mindset, the health marketing campaign awareness promotion is designed to spread the message to “unlock your bra and check regularly”. Therefore, as part of the integrated marketing campaign awareness strategy, a multimedia campaign on TV, radio, online and outdoor at MTR, buses and commercial buildings are set to draw the attention. http://www.youtube.com/watch?v=Vtvtv35PbNU&feature=player_embedded
Case Study n°4
Adidas opted for a traditional and digital marketing approach with their Neo Label line of fashion. Billboard advertisements were placed around local youth hotspots to generate buzz while Sina Weibo and Facebook online brand pages were launched to allow people to communicate and connect directly with the Neo Label; Adidas’ social media efforts have accumulated up to 10,000 visits in two months
To build a brand image that relates to local teenagers, adidas has appointed young celebrities Angelababy and Pakho Chau as the spokespersons of Neo Label in Hong Kong, China and Taiwan. The launch campaign is titled ‘Road Trip', which reflects the theme of Neo Label's latest collection. Adrian Siu, general manager of adidas Hong Kong, said the campaign aims to create awareness for the new line and engage target audience. "The creative rationale behind ‘Road Trip' is to encourage the youth to discover and embark on life's numerous colourful adventures," Siu said. In addition to print ads and outdoor billboard, Siu said digital elements such as Facebook and Sina play a big part of the campaign. "Our target customers indulge in online activities - Internet is something they cannot do without." TBWA handled creatives for the campaign with Carat overseeing media planning and buying.