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
2 Comments
Not since Ogilvy Singapore did an award-winning campaign for Tourism in East Timor (while there was a war going on) have I seen such ill-timed work. The residents of HK are fighting for the freedom of all Chinese right now. If we do not support them then we are sending a message to the leaders of communist China that it is okay to kill, bully and walk all over people (just like the massacre in Tianamen Square back in 1989, where more than 40,000 people were hunted down and killed). Shame on Campaign Brief for running such a story. Shame on Grey network for trying to wash over such a pivotal point in history. .Reframe that
Tone deaf much.