Grey Group Hong Kong reframes Hong Kong with thousands of photos taken by locals


Over 35,000 photos have been submitted to #ReframingHK from locals. Then, using insights derived from preferences of travellers from 10 different source markets, preferences were analysed by targeting search behaviors.


As a result, new short stay itineraries were created, and previously unknown places became must-see attractions. These image-based itineraries were launched in partnership with South China Morning Post, Hong Kong’s largest content platform with 17 million monthly active users.

The photography has been used to refresh popular travel platforms promoting Hong Kong, like Cathay Pacific’s digital platforms. Other travel websites, such as TripAdvisor, are replacing their photography with #ReframingHK imagery. Apart from being the city’s global brand campaign, the visuals have become the city’s postcards. Pick them up at Cathay Pacific’s airport lounges, HK Tramways, MTR stations, Kapok retail stores, over 20 hotel partners and Hong Kong Tourism Board Visitor Centres.

Credits –
Chief Creative Officer: Michael Knox
Group Creative Director: Christopher Lee
Art Director: Ella Wong
Assoc Creative Director: Jackie Wong