The Hong Kong Tourism Board (HKTB) has launched its new branding “My time for … Hong Kong” at a trade event in Sydney. The focus of the “My time for” brand is on ‘experiential’ travel to provide personal connections for travellers with the destination so they can explore beyond the city’s iconic attractions and discover its many hidden treasures. This new direction is a move away from a focus on ‘product’ to showcase an emotional connection and engagement with the destination, enabling visitors to shape and share their unique and personal Hong Kong travel experiences with friends and family.
The ‘My time for’ branding will provide consistent elements across the HKTB’s advertising and event communications to highlight the brand’s DNA and the destination’s core experiences of shopping, dining + nightlife, city icons and culture. The new branding will focus on inviting visitors to explore the many different worlds in Hong Kong and via ‘word of mouth’ and content generation share these experiences with their networks. The destination’s core experiences will also be supported by the promotion of the great outdoors (green) and major events, including cultural festivals, sporting and arts events.
The “My time for’ brand tagline can be tailored depending upon the key messages and focus of each campaign to highlight a variety of themes including “My time for inspiration” and “My time for exploration”. By adapting the tagline the HKTB aims to bring to life the destination’s unique experiences and major events for travellers across its promotional and advertising campaigns, including digital and online promotions.
To ensure these messages are well delivered the HKTB has invested in a master photography project to produce a series of new destination images which capture the city’s sights, sounds and stories and clearly portray the “My time for’ branding. These new images will be used across the HKTB’s advertising, event, publicity, social media and online promotions globally.
At the heart of the brand is a commitment to providing visitors with the opportunity to discover the destination’s unique hidden treasures and the HKTB has created new tools to facilitate these experiences. These tools will allow visitors to create and share their own unique content and itineraries and are available on the HKTB’s consumer website DiscoverHongKong.com/au.
HKTB’S NEW CONSUMER TOOLS
My Hong Kong Guide is a virtual customised travel guide which visitors can use to plan, explore and share their personalised itineraries with friends across their social media. The Guide provides travellers with inspiration through content shared by local experts, as well as, information on popular tourist attractions and events. An added feature for visitors, when in the destination, is the ability to ‘shake’ their phone to discover additional attractions in their vicinity. The Guide can be accessed and updated online via PC and an app for mobile devices at: http://guide.discoverhongkong.com/au
Insider’s Guide and Videos share rich content on authentic Hong Kong experiences to guide travellers on a journey of discovery beyond the destination’s iconic attractions. A series of stories, recommendations and travel tips by local insider experts provides inspiration for travellers to explore the destination’s 18 districts and uncover its many hidden treasures. The Guide also highlights a number of districts and shares detailed itineraries across a variety of themes including maritime history, natural heritage, tranquil escapes, adventure seeker, old meets new, food and the city, industrial revolution and traditions and spirituality.
The Guide is supported by the local insider videos which provide insights into Hong Kong’s unique travel experiences featuring a number of local personalities across a variety of themes. These include Australian expat, blogger and designer Geneva Vanderzeil who shares her ‘time for exploring’, Instagrammer Tyson Wheatley who shares his ‘time for expression’, Designer and Style blogger J.J. Acuna who shares his ‘time for renewal’, Vlogger Carlos Douh who shares his ‘time for action’ and TV presenter and model Jason Godfrey who shares his ‘time for urban escapes’.
The Insider’s Guide is available here: http://www.discoverhongkong.com/au/see-do/insiders-guide/index.jsp and is also available as a tablet app: http://www.discoverhongkong.com/au/plan-your-trip/travel-kit/mobile-apps.jsp
HKTB’S TRADE WEBSITE AND TOOLS
The HKTB has also revampe its trade website – PartnerNet, which is a B2B platform designed to provide travel trade partners with the most up-to-date information on Hong Kong’s tourism industry. The website aims to contact trade partners around the world and includes features, such as, industry news, research and statistics, e-Marketplace, event calendar, image ibrary and publications plus access to the HKTB’s online training tool – Hong Kong Specialist. Registration to PartnerNet is free and it provides members will the opportunity to promote their business to a global network and contact with potential business partners in Hong Kong.