The Campaign

To a lot of visitors, a lot of Hong Kong does not exist. Much of what Hong Kong’s visitors need to know and where you need to go is in Cantonese. We realized when you don’t speak the local language, there are always ‘universal languages’ you can turn to in order find your way. ‘Q-Art Codes’ – a visual language that helped travelers discover over 100 local experiences and locations around Hong Kong.

Creative Execution

We designed a visual language made up of secret spots, hidden locations, must try bars, food, history, architecture and traditional must-sees. We converted all of these pieces into digitally scannable road signs which directed on-the-go travelers with in-the-know information and walking tours. We took them to places you wouldn’t find in any guidebooks. Showing them a new way around Hong Kong and sharing what normally would be local secrets.

Indication of how successful the outcome was in the market

The Q-Art Codes generated 500,000 unique social engagements with campaign content as well 1,000,000 visits to Discoverhongkong.com to find more tourism information and a total of 2,000,000 impressions. (Source: Media Agency) Beyond attention, Q-Art Codes drove a 45% increase in footfall to the focus areas and a 15% increase in average business revenue vs the year before. (Source: Hong Kong Tourism Board) The impact even reached beyond in-town travelers: Lonely Planet: “Fuses technology with old neighbourhoods” Spring Wise: “Artistic visual language to promote city tours” Travel Weekly Asia: “Keep your eyes peeled for these whimsical signs”