HONG KONG TOURISM BOARD
Best of Hong Kong (S1)
INTRODUCTION
Hong Kong is one of the most visited cities in the world. The financial centre of Asia has some of the best experiences for travellers who want to eat, party and experience nature. Hong Kong Tourism Board puts special focus on new and old areas each year. This year the focus was on a revamp of Central as Old Town Central and on the upcoming artsy area Wong Chuk Hang.
CHALLENGE
One of the challenges the tourism board faced was that whenever they partnered with influencers the return on investment was very short-lived. While the content created would provide reach, the drop off was usually very high. Another issue was that the content created couldn’t really be used outside of the promotional posts on the influencers’ pages because it was very focused on their audiences and lacked quality. Another challenge was that while Hong Kong receives a lot of visitors the average age is quite high. The region is frequented by 40+-year-olds while Millennials and Gen Z lack behind. We were tasked to create high-quality content that would have a long life and would appeal to a younger audience.
SOLUTION: THE BEST OF HONG KONG
We integrated Hong Kong in the range of ANYDOKO Original Series to create extended reach and engagement through our audience. We looked at the most diverse and exciting things to see, eat and do in the region and created episodes in our shows about this content. For example, we integrated the rich food scene into our Hawker Style food series and integrated the Kowloon Peak hike into our Outsider adventure series. We also made sure that our content provided a personal experience by using talent throughout the videos. In certain videos, they played a large role as a presenter where they take us on a journey throughout Hong Kong, such as our episode on artsy Wong Chuk Hang. In other episodes, their voice can be heard as guiding narrator like in our ‘Best Rooftop Bars in Hong Kong’ video.
SOLUTION: SOCIAL FRIENDLY
We executed the production with a small crew and filmed the 15 videos over 2 weeks all over the region including aerial filming. We created social-friendly content pieces which were fast-paced and used big bold titles. Unlike most social video our execution went more in-depth, essentially creating mini high-quality television episodes to provide the audience with usable information. As we published the content on our channels our social team syndicated the videos among travel partners to increase reach. We operated a cross-post strategy which allowed Discover Hong Kong to post the content so it appeared as native content on their pages. This ensured views and engagement were higher.
