Hong Kong Tourism Board asks locals to generate content for future marketing campaigns

Tourism bosses in Hong Kong have turned to locals to shoot the city’s next marketing campaigns as part of a plan to get behind the scenes of the destination.

The Hong Kong Tourism Board wants to go beyond the usual imagery and showcase what locals believe are the most authentic experiences.

The best photographs will be featured on postcards and in international marketing campaigns.

The Reframing Hong Kong campaign has been devised by Grey Hong Kong with the project curated by local film director Andrew Lau.

“There are amazing places everywhere in Hong Kong and through my lens I hope to launch a wave of locals who also see Hong Kong as a treasure trove of hidden experiences waiting to be shared,” Lau said.

Hong Kong Tourism Board general marketing manager Tina Chai said locals are the city’s ambassadors who can present Hong Kong a different, unique light.

“Turning them into our official photographers promises to provide travellers with a new list of must-see locations and must-try experiences, as well as encourage them to truly discover Hong Kong like a local,” she said.

Budding photographers can upload their images to

Grey Hong Kong chief creative officer Michael Knox said the campaign will celebrate a “unique perspective and turn these into shareable travel experiences through postcards and beyond.”


HKTB Marketing Team

Tina Chao – General Manager, Marketing

Hilda Chan – Senior Manager, Brand Marketing

Janice Fung  – Manager, Brand Marketing

Veronica Chiu – Executive, Brand Marketing

Grey Group Hong Kong

Sarah Trombetta, Chief Executive Officer

Michael Knox, Chief Creative Officer

Christopher Lee, Group Creative Director

Jackie Wong, Associate Creative Director

Ella Wong, Art Director

Joanna Go, Business Partner

Bonnie Chan, Senior Account Director

Leo Yuen, Account Manager

Iris Wong, Account Executive


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