360 HONG KONG MOMENT - GREAT OUTDOORS

Title360 HONG KONG MOMENT - GREAT OUTDOORS
BrandHONG KONG TOURISM BOARD
Product / ServiceHONG KONG NATURE
CategoryA03. Video / Moving Image
EntrantHONG KONG TOURISM BOARD, HONG KONG
Idea Creation DIGIT DIGIT Hong Kong, HONG KONG
Production DIGIT DIGIT Hong Kong, HONG KONG

Credits

Name Company Position
Samantha Fan Hong Kong Tourism Board General Manager
Tony Chow Hong Kong Tourism Board Senior Manager
Winnie Poon Hong Kong Tourism Board Hong Kong Tourism Board
Jackie Lam Hong Kong Tourism Board Assistant manager
Kenneth Chung Digit Digit Limited Executive Producer
Tom Cheng Digit Digit Limited Director

Describe the creative idea

Hong Kong is well known as a shopping paradise but not many visitors recognise its beauty in nature. To show this unexpected side of Hong Kong, the ‘Great Outdoors’ campaign has been a major promotion of the Hong Kong Tourism Board in the last few years. In 2020, due to the pandemic, international travel was not encouraged. Hong Kong is striving to provide a wonderful experience for travellers in a digital format and prepare for tourism recovery. A Virtual Reality (VR), 360-degree video was created to allow overseas audiences the ability to immerse themselves in the beauty of the Hong Kong outdoors, and engage their senses in nature, even though they are miles apart. Through this video, we connect with overseas travellers and ensure Hong Kong stays top in their minds.

Describe the execution

Implementation A 360-degree virtual reality is the core feature of the video and allows the audience to become immersed in the Hong Kong outdoors by seeing it in every angle through dragging and swiping. A first-person viewpoint was adopted to experience a variety of outdoor activities — whether they are hiking, kayaking or swimming — in order to increase the sense of presence for the audience, as well as feature the iconic scenic spots from the land, the sea and the sky. To engage the senses of the audience, nature sounds like bird tweets and water splashes were added to accompany the stunning views. Top-grade cameras, exceptional film quality and post-production skills were adopted to ensure the video was delivered in 8K quality. Placement, scale and timeline, touch points, brand relevance Tapping into the outdoor activities season, the video was deliberately launched in autumn on YouTube and Facebook for the easy accessibility of overseas audiences. It is also featured in the ‘Great Outdoors’ section of our website to target those viewers who are fond of nature. We have also placed it in the local advertising channels, both local and overseas media, so that the beauty of Hong Kong can be spread all over the world, while maintaining the visibility of Hong Kong as a top travel destination. Material, style elements, design choices, methods & process The VR video is epic and cinematic in style to highlight the stunning nature scenes of Hong Kong. Drone shots and POV shots are used to deliver diverse enjoyment. It was cut down to several bite-size clips — each features an iconic spot in Hong Kong — to draw the attention of audiences quickly and continue to promote Hong Kong during the sustaining phase.

Links

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