Hong Kong tourism launches ‘Shop, eat, play’ summer bargains campaign to entice shoppers
Hong Kong is portrayed as a buzzy, colourful haven for shoppers in a new campaign by Grey for the tourism department.
A TV ad for “Asia’s world city” pushes the special offers and discounts on hotels, air tickets, available through the DiscoverHongKong.com website for overnight visitors during the coming peak travel season.
Hong Kong Tourism Board is using an “instant mega draw” worth HK$400 million (US$52 million) in total prizes to entice visitors. Prizes include a seven-day free wi-fi pass, jewellery, designer watches, HK$1,000 worth of UnionPay card spending credit, cruise trips, HK$1,000 shopping mall cash coupons and dining vouchers.
The “Return to Hong Kong like a Millionaire” grand draw, with prizes worth HK$3 million, is on offer for visitors before they leave.
The focus of the campaign is to boost retail spending in Hong Kong from short-haul destinations. Visitors can download e-coupons from DiscoverHongKong.com and the “My Hong Kong Guide” mobile app to get offers from retailers across the territory.
Ok-it’s no award contender but I bet this spot will be more effective in increasing tourist arrivals than STB’s music video.
ReplyFirstly, its audience is regional not just one country. And it’s celebrates the city and experiences of HK and not as an unrelated and tangential setting/back drop for a so-so song. Thirdly, it’s incentivised with relevant deals, a practical mobile app and a prize to boot.
It’s not creatively earth shattering. But real work with hard objectives and targets rarely is.
HKTA-1. STB-0
Agreed. STB has allowed itself to be led up the garden path by agencies whose strong suit isnt creativity….but strong suits instead….and even that reputation doesnt hold in singapore.
It all boils down to knowing what sells and years of focusing cannes have blunted any edge the agency may have had once.
ReplyGreat point about Cannes focus dulling the sales instinct. The music video is schlock of the first order. The Hong Kong video is a sharp, persuasive ad. Nowt wrong that.
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