Hong Kong Tourism Board turns to influencers in first user generated content campaign

Hong Kong Tourism Board (HKTB) has turned to influencers in a campaign from Razorfish which looks to discover a lesser-known side to the destination.

Tourism officials paid for influencers to travel to Hong Kong who produced videos of their trip and shared experiences on social media using the phrase “I Never Knew”.

The aim is to encourage their followers to share stories from Hong Kong using the hashtag #DiscoverHongKong and bring “hidden gems” to light.

It is the first user generated drive undertaken by the HKTB.

HKTB general manager Tina Chao, said the campaign is designed to reinforce the message that Hong Kong is “more than just a shopping destination”.


Explaining why it had turned to influencers, Chao said: “Travelers trust other travelers. Holidays are booked off the back of the incredible stories we hear from our family and friends or images we are inspired by on social media.

“This campaign enables us to tap into this potential and show Hong Kong to the world through the people who have explored the city and uncovered its hidden gems.”

The influencers were Taiwanese TV host Rima, The Fung Bros comedy duo and EvanTubeHD family of vloggers.

The campaign also involves a competition with people who share their experiences in with a chance of winning weekly prizes.


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