Grey launches ‘Discover Hong Kong like a local’ campaign for tourism board

Advertising agency Grey has launched a campaign for the Hong Kong Tourism Board that invites travellers to “Discover Hong Kong like a local”.

Discover Hong Kong like a local

The campaign, which is the first piece of work to be press released by the network since the ‘I Sea’ refugee app controversy of five months ago, consists of a series of brand films, one featuring designer Anais Mak in a fast-cut film that depicts Hong Kong as a fashion hub.

Another film features Michelin-starred chef Umberto Bombana that shows Hong Kong to be a place for foodies.

Two more films are slated to be released before the end of the year.

The campaign is to run first in Asia, in markets including China, Taiwan, India, Korea, Japan, Malaysia, Singapore, Indonesia, Thailand and the Philippines and later in long-haul markets including Canada, France, Germany, UK, and the US.

It will run on BBC, CNBC, CNN, Discovery Channel, Fox and National Geographic, as well as on local television, and through HKTB’s social channels.

Sarah Trombetta, CEO of Grey Group Hong Kong, said in a press release: “Showcasing the local aspects of Hong Kong highlights the different dimensions this remarkable city has to offer. People love coming here, there’s no city quite like it with so many diverse and treasured moments waiting to be discovered.”


Hong Kong Tourism Board marketing team

Michael Knox – Chief Creative Officer, Hong Kong
Almon Lam – Executive Creative Director
Christopher Lee – Creative Director
Jackie Wong – Senior Art Director
Richard Lovell – Art Director
Ritta Deng — Copywriter
Mark Ngai – Business Director
Stephanie Lai – Account Director
Ricky Lau – Associate Account Director
Jeffrey Ng – Senior Account Manager
Alex Law – Account Manager
Yumi Wong – Senior Account Executive
Doyle Lee – Account Executive
Noc Choi – Strategic Planner
John Lo – Head of TV ProductionTina Chao – General Manager, Marketing
Michelle Tan – Senior Manager, Brand Marketing
Farrida Lui – Manager, Brand Marketing
Rudie Lynes – Manager, English Editorial (Marketing)
Chan Ching Man – Senior Chinese Editor
Emily Wong – Assistant Manager, Brand Marketing
Monica Hui – Assistant Manager, Brand Marketing
Queenie Cheng – Senior Executive, Brand Marketing
Yani Wong – Executive, Brand Marketing
Sharon Chan – Senior English Editor
Yuki Xu – Senior Chinese Editor

Grey Group Hong Kong Credits

Sarah Trombetta – Chief Executive Officer, Hong Kong
Ali Shabaz – Chief Creative Officer, South East Asia


  1. Hmmm
    28 Oct 16
    11:44 am

  2. Maybe just stick to doing scam ads. It’s a lot more creative don’t you think? And did we leave anybody out in the credits this time?

  3. Fail
    28 Oct 16
    2:50 pm

  4. I am sure HKTB would have got a better deal, more eyeballs and positive, long-lasting impressions if they had commissioned CNN to do a Hong Kong Insider segment with some interesting personalities.

    The ads say live like a local but the options covered are tourist clichés … malls and michelin stars.

  5. Mark Tan
    31 Oct 16
    5:36 pm

  6. Why do clients approach agencies to do non-commercial video? Content driven media portals and KOLs do a better job.

  7. Critique
    2 Nov 16
    1:36 pm

  8. Hmm, yes, i-sea… Grey can’t do real scam so what chance do they have of doing the real stuff? Cannot believe the people who did the i-sea app are still at Grey.

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