Grey Hong Kong creates Hong Kong Tourism Board’s first-ever domestic tourism campaign for holidays at home
Domestic spending in Hong Kong started slowing down in mid-2019 with citizens then grounded even more when COVID-19 hit. The tourism and hospitality industry continues to weather the effects of the pandemic today which brought together Grey Group Hong Kong and the Hong Kong Tourism Board to launch “Hello Hong Kong – Holiday at Home”, a new and ongoing initiative to inform and encourage the local population’s curiosity about its home city. Grey Group recently were appointed on another 3 year retainer from HKTB.
The campaign focuses on bringing the city’s lesser-known treasures to light and reigniting people’s curiosity to explore ‘home’ and rediscover what makes Hong Kong unique.
Aiming for ‘Hongkongers’ to discover the hidden gems of their home city, and rediscover everyday joys with a tourist-lens along with friends and family, “Hello Hong Kong – Holiday at Home” provides locals with more than 10,000 deals and offers for shopping, dining, hotels, attractions, health and wellness, and more. Kicking off by raising awareness across online platforms, social media, and out-of-home placements, the campaign has received widespread praise by industries and the Hong Kong people for highlighting all the different aspects of Hong Kong that make their city unique, and more importantly, bringing new business opportunities for local travel and tourism, retail, F&B and more during this difficult time.
Samantha Fan, General Manager of Brand Marketing, Hong Kong Tourism Board, said: “We need to boost local vibes and domestic consumption, and that starts by helping to facilitate homegrown passion. By giving locals and local businesses something to rally behind, we start by building a reconnection and enthusiasm that will grow into a desire to warmly welcome the world once more with open arms and open hearts.”
Domestic tourism will continue to serve as an anchor in reviving Hong Kong’s economy; Grey HK and HKTB are relentlessly working hand-in-hand on the second phase of the “Holiday at Home” campaign with new TV spots and social media activations launching across the city, encouraging ‘Hongkongers’ to safely enjoy the city and everything it has to offer.
Davi Sing Liu, Regional Chief Creative Officer, Grey Group China, said: “Helping Hongkongers take respite from our world’s current challenges is just one part of a larger ambition to further encourage reconnection and rediscovery with their home. But the notion of “At Home” resonates so well with locals that what started as a holiday can grow to a broader and evergreen initiative for what’s right at our front door.”
Having recently signed a three-year retainer, Hong Kong Tourism Board and Grey Group Hong Kong remain strong creative partners in developing communications for tourism promotion in Hong Kong as well as worldwide. With optimism for the future, Hong Kong Tourism Board and Grey Group Hong Kong have begun laying the foundation for targeted overseas campaigns and communications, to be unveiled when Hong Kong and the world is safely ready to open its borders once more.
Adam O’Conor – Chairman and CEO, Grey Group Greater China
Davi Sing Liu – Regional Chief Creative Officer, Grey Group Greater China
Owen Smith – Head of Strategy, Grey Group Hong Kong
Desmond Li – Business Partner
Ric Dunn – Creative Director
Clara Ho – Creative Director
Leo Yuen – Associate Account Director
Leslie Chan – Senior Art Director
Chow Kin Chung – Senior Chinese Copywriter
Hayden Wong – Account Manager
Serina Chan – Account Executive
Wing Tam – Senior Producer