Crowdsourced Hong Kong Tourism campaign from Grey brings in in 30,000 pictures

Launched nine months ago, the Hong Kong Tourism Board’s ‘Reframing Hong Kong’ campaign which invited locals to upload photos of the city as seen through a residents’ eyes, has brought in close to 30,000 photos. 

A release from Grey, the agency that created the campaign said: “New short stay itineraries were created, and previously unknown places became must-see attractions. These image-based itineraries were launched in partnership with South China Morning Post, Hong Kong’s largest content platform with 17 million monthly active users.”

The photographs have made it to travel websites like Trip Advisor and other platforms promoting Hong Kong as a destination including Cathay Pacific’s digital platforms. The visuals are also a source of content for postcards.

Speaking about the response to the currently ongoing campaign, Grey Hong Kong chief creative officer Michael Knox said: “Whether it’s choosing an attraction to visit or a temple to see, where to eat or what to hike, locals are now directly influencing these decisions.”

Hong Kong Tourism Board general manager Tina Chao said: “Reframing Hong Kong continues to be an effective platform to extend our global communications. We’re hoping that we can show the authenticity of Hong Kong through the eyes of those who know this city best.”

A similar campaign created by Cheil inviting locals to create their vision of what India is all about was recently launched by Samsung.


Hong Kong Tourism Board

Grey Group Hong Kong


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