Results and Effectiveness

iPhone 3GS, 3G, 2.5G, iPod Touch and iPad compatible Total download - 31,414 (until 18/07/2010) Ratio of HK vs. overseas download - 13% vs. 87% (until 30/06/2010) Mobile App development cost HK$60,000 Cost per download is less than HK$2, which is more cost effective than print version Created very positive Image to HK and helps strengthen HK’s image as an advanced and visitor-friendly city The news report from “Maeil Economic Newspaper”, the top business daily newspaper featured

Creative Execution

The aim is to promote classic delicacies – Congee, Rice Noodle, Noodle and Rice. Both print version and mobile versions are available for Tourists to refer to renowned restaurants with signatures dishes in major attractions. This application not only provide practical contents but also includes interactive features which highly increases user's engagement and help the application to stand out amongst all other traveling/food critics apps. The meticulous design highlights the 4 delicacies. A signature chinese-style spinning table is used in lieu of traditional menu bar. The featured information is an eye-candy parade visual with celebrities/food critics. We have also enhanced user experience with; a)audio pronunciation of the dish in Cantonese; b)convenient map location of the restaurants; c)social media connectivity with facebook, twitter, email; d)the most popular talking point, “Fortune Stick” random picks restaurant on-the-go. By shaking the iPhone “Fortune Stick”, users learn about local culture and enjoy a casual game experience.

Insights, Strategy and the Idea

Hong Kong Tourism Board (HKTB) works with the HK Government to promote HK worldwide and to improve the range and quality of visitor facilities and tourism service standards. In light of this, HKTB rolled out a series of iPhone apps which helps enhancing tourists' travel experiences once they have arrived in HK. "Hong Kong Delicacies Guide" iPhone App was launched on Jan 18, 2010 which acts as an integral part of the "Hong Kong Food and Wine Year" iPhone App in 2009, a seasonal food guides with celebrities/food critics’ endorsements for frequent independent travelers.