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.

Latest Reads
Multi-media ad campaign to popularise gold coin

A year after it was first launched, a multimedia advertising campaign is being launched to drive awareness around Diwali on the availability of the Indian gold coin by the Mines and Minerals Trading Corporation along with World Gold Council. Being launched this week, the campaign will cover...

MAM Media and Advertising Ad Campaigns
Vizeum launches Binary, special advisory unit for media clients

“Media business is, in the short term, headed for a tipping point, driven by the changing consumer-media interface,” emphasises Vizeum India MD Shripad Kulkarni, who strongly believes that media companies need a definitive transformation strategy in place now.

MAM Media and Advertising Media Agencies
Havas Media bags Rs 15-cr Sujata account

MUMBAI: Havas Media Group India has bagged the integrated media duties of Sujata, an Indian Consumer Electronics & Home Appliances brand for Juicer Mixer Grinders. The incumbent on the business was Exposure Media. The account will be handled out of Gurgaon office led by Uday Mohan. The...

MAM Media and Advertising Account
TV festive ad spend to reach Rs 8000 cr; experts divided

MUMBAI: The festive months of October and November are welcome months not just for you and your family, but for most Indian brands as well. After all, they eagerly wait for this early window when consumers loosen up their purse strings and put their Diwali bonuses to good use, aka, shopping.

MAM Marketing MAM
Amagi partners with BARC India to offer monitoring of geo-targeted TV ad-campaigns

Amagi Media Labs has entered into a partnership agreement with India’s apex television viewership monitoring body BARC India to help advertisers monitor geo-targeted ad-campaigns of brands across TV channels.

MAM Media and Advertising AD Agencies
iProspect conceptualises unique digital video for ICICI two-wheeler insurance

iProspect India has conceptualized and executed a unique digital video for ICICI Lombard General Insurance in their latest campaign on two-wheeler insurance.

MAM Media and Advertising AD Agencies
eBay engages consumer with live game on FB

MUMBAI: Festive season is a busy time for Indian brands, especially the e-commerce players given the shopping spree the nation witnessed around the time. Thus it becomes important to brainstorm on new and unique ways to get the consumer’s attention; something different from the unbelievable...

MAM Media and Advertising Ad Campaigns
Culture Machine & Quaker Oats aim to feed kids

As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian, in collaboration with Quaker Oats, have released a new campaign. Titled "Ek Muthi Sonu ke Naam", the video urges people to pause and spare a thought to the millions of children who go hungry.

MAM Media and Advertising Ad Campaigns
BTVi unveils new brand positioning

BTVi has unveiled its new positioning, #OpinionsThatCount, aimed at impacting the opinions of the influencers. With this, BTVi will be the voice and choice of the influential. An integrated campaign will be launched primarily catering to influencers, key decision makers and opinion makers.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories