HKTB ropes in Jackie Chan for global tourism campaign

NEW YORK: The Hong Kong Tourism Board (HKTB) has unveiled a new global tourism marketing campaign in Times Square a few days ago.

Featuring legendary movie star Jackie Chan, the new Live It, Love It advertising campaign played across the Reuters Jumbo Tron. Officials, travel industry leaders, media and thousands of onlookers watched and mingled with people dressed in striking Chinese costumes.

Hong Kong was one of the countries badly affected by the Sars virus. Tourism is one of that country's economic mainstays. Now as the menace recedes, the country is pulling all stops to entice tourists back. HKTB chairman Selina Chow was quoted in an official release saying. "Our new Live It, Love Itcampaign sends a strong message to the world that Hong Kong is as vibrant and dynamic as ever. We are welcoming visitors back with a series of mega-events that showcase Hong Kong as a diverse, cosmopolitan city that fuses Eastern and Western cultures."

Featuring television, radio, print, on-line and outdoor advertising worldwide, the campaign is designed to sustain the tourism revival momentum and strengthen Hong Kong's position as one of the world's most popular destinations. The Live It, Love It theme invites visitors to experience Hong Kong to the fullest and fall in love with the destination.

A television commercial too has been created. Over the coming weeks, the commercial will be screened in key markets around the world, including India, the US, Canada, UK, Australia, Mainland China, Taiwan, Malaysia, Thailand, the Philippines, Singapore, Japan and Korea. The television commercial will be supported by integrated consumer marketing programmes in major markets, PR promotions and a series of road shows and trade activities in key cities.

Chan has for many years been a tourism ambassador for the country. In the television commercial, he invites visitors worldwide to come to Hong Kong to enjoy the unique and memorable experiences the city has to offer. He urges them to sense its energy and vitality, to feel the warmth and hospitality of its people, to see the diversity of attractions and cultures, to taste the wide array of its international and Chinese cuisines.

As reported earlier by the first phase of the country's global tourism revival campaign was called the Hong Kong Welcomes You! Promotion. This helped lure back early arrivals with irresistible travel offers, special attractions and privileges. The country even arranged for Ice skater Michelle Kwan to pay a special visit.

Meanwhile to continue to build momentum for the campaign rollout, San Francisco is expected to celebrate today as Hong Kong Tourism Day. The city's famed Union Square will be dedicated to celebrating all aspects of Hong Kong life for two days. Five tour operators will offer special discount packages to Hong Kong and there will be special sweepstakes for consumers to win a free trip to Hong Kong. San Francisco is the gateway city with the highest percentage of travel from the US to Hong Kong, the release adds.

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