Hong Kong Uses Video and Theater to Promote Tourism - Event Marketer

Hong Kong Uses Video and Theater to Promote Tourism

DB_HongKong_2004 Ex
Brand: HONG KONG TOURISM BOARD
Agency: EXTRAORDINARY EVENTS
Awards: EX AWARDS — BEST MULTI-MARKET EVENT (B-TO-B)
Year: 2004

To rebrand Hong Kong as a viable tourist option among American travelers, the Tourism Board headed off to New York and San Francisco with a pair of press efforts. The idea was to reinforce the tagline of “Hone Kong: Live It, Love It,” by allowing the media to “Taste It,” “Hear It,” “See It,” and then write about It.

The cornerstone visual was a video featuring Jackie Chan. In New York, the Times Square Jumbotron was secured to play the video on, and the Good Morning America studio reserved for a viewing reception that fused East and West. Asian and American cuisine plus a nine-piece jazz band set the tone while Hong Kong’s Chief Secretary reinforced the message. Plasma screens showed off new print ads.

In San Fran, a mobile movie theater brought the video and events all over the Bay Area while evening events brought actors with revues and the Chief Secretary for additional messages.

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