Hong Kong Uses Video and Theater to Promote Tourism
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.