BACKGROUND

In 2015, Hong Kong experienced a severe decline in number of tourists from China. Chinese people think Hong Kong has nothing new to offer, and they have negative impressions of Hong Kong due to online rumors.  

 

IDEA

Digital campaigns based on the idea of “What is your type of travel-mania?”, in which Chinese travelers can win interesting customized titles, and collect corresponding customized travel route and shopping coupons.  

 

RESULTS

The campaign helped Chinese travelers to renew their understanding towards Hong Kong and enhanced their travel desire.