The Campaign

The new global marketing campaign theme – ‘Discover Hong Kong Like a Local’ comprises four videos starring Hong Kong personalities to showcase the very best of Hong Kong through a local perspective. The four diverse areas of appeal are – Gourmet Dining, Fashion and Entertainment, Family Adventures by land, sea and sky; and Great Outdoors. Using this overarching theme, we leveraged market-specific locals / influencers to reach out to target audience in each market to create their own authentic Hong Kong experience by seeing, feeling and tasting the best Hong Kong can offer, and to discover Hong Kong like a local, rather than just focusing on the otherwise familiar and usual shop, eat and play options. Each market focuses on a different yet relevant aspect of the global marketing campaign to make it holistic.

Execution

PHILIPPINES: Leveraged high-profile Chef Margarita Forés’ past years of living in HK and how she was constantly inspired by HK cuisine to build the background and angle for her engagement. Her passion for HK cuisine inspired her to create a special menu which fused Filipino and HK flavours for 80 guests. THAILAND: Leveraged Thai street artist Rukkit Kuanhawate’s hipster background and HK celebrity chef Christian Yang’s diverse culinary experience to share HK’s offerings in relation to Thais. Rukkit shared his take on hidden trendy gems in HK while Chef Christian gave his personal dining favourites and family fun. Rukkit’s street painting was replicated into a memento for 65 guests. INDONESIA: Engaged three influential Indonesian KOLs, viewed as HK gurus, to share their experience on outdoors, trendy aspects, and family activities. The talkshow worked as a media draw for 75. Media gifts were customised tumblers featuring the four key themes.

PHILIPPINES: Secured interviews with spokespeople and Chef Margarita with leading titles like broadcast media - TV5, print media – Youngstar, Woman Today, online media – Wazzuppilipinas.com. Resulted in 35 clippings across key broadcast, print, online and social media platforms, including Philippines Star and Market Monitor. Real PR value (no multiplier) amounted to HKD 500,000, ROI close to 2. Coverage focused on brand launch and relevant communication messages, using Chef Margarita as a lead-in for a more in-depth story. THAILAND: Secured group and one-on-one interviews with spokespeople and guests with leading titles like Bangkok Post, BTL Bangkok, Thansettakij and Deejourney. Resulted in 45 clippings across key broadcast, print, online and social media platforms, including Siam Rath, Daily News and Thai Rath. Achieved more than HKD 435,000 of real PR value (no multiplier), ROI close to 2. INDONESIA: Secured interviews with spokespeople with leading titles like CNN Indonesia. Resulted in 84 clippings across key broadcast, print, online and social media platforms, like Detik.com. Close to 70% of the clippings are from online titles, which reflects the news consumption habits in Indonesia. Real PR value (no multiplier) amounted to HKD 2,500,000 with a ROI close to 10. Coverage in all three markets focused on brand launch and relevant key messages. Communication efforts following brand launch have also been including relevant messages from brand launch, where stories are aligned with the overarching theme. Generated real PR value (without multiplier) of HKD 3,416,635 in relation to the brand launch events, achieving a ROI of 4

The Situation

Engaged media and digital influencers to be advocates of our project by seeding relevant information in order to have key communication messages published in media stories.

The Strategy

Target audience Trendhunters, families Target media Relevant and influential media titles and digital influencers PR planning / Approach Devised different launch event concepts to establish unique media angles and fully leveraged market insights to implement most relevant plan to reach target audience in each market. For Philippines, we leveraged Pinoy Pride through the use of renowned Filipino Chef Margarita Forés’ appearance in the HK video, her passion for Hong Kong and focused on Gourmet Dining. For Thais who are constantly seeking new trends, we invited Thai street Artist Rukkit Kuanhawate’s participation in HKwalls 2015 project to inspire them whilst introducing a HK local element through HK Celebrity Chef Christian Yang (who appeared in the HK video). For Indonesians, as they look up to home-grown HK gurus and enjoy talk show formats, we engaged three influential KOLs to share their Family experience as well as foodie hunts.