‘Best of All, It’s In Hong Kong’: Hong Kong Tourism Board’s Global Campaign Invites Travellers to Experience Hong Kong through Local Eyes

“The world isn’t getting smaller, it’s getting closer. Especially in the world of tourism, where destinations are lost in the sea of sameness. In a heightened competitive landscape, how can Hong Kong stand out?”

Developed in tandem with Grey Group Hong Kong, the ‘Best of All, It’s In Hong Kong’ global campaign by the Hong Kong Tourism Board invites citizens of the world to experience Hong Kong through the eyes of its locals. A bustling metropolis, a land of breath-taking contrasts with cultural diversity, and a captivating display of global trendsetters, Hong Kong stands proud as one of the most visited cities in the world. Beginning with four brand videos and a director’s cut, visitors are encouraged to see and feel Hong Kong through differing experiences including: Gourmet Dining, Trendy Fashion and Entertainment, Family Adventures across Land, Sea and Sky, as well as experiencing the Great Outdoors Just Next To The City.

Slated for launch from 28th October onwards with focus initially on the Asia Pacific region (China, Taiwan, India, Korea, Japan, Malaysia, Singapore, Indonesia, Thailand, Philippines), the campaign will also extend its online reach to long-haul markets such as Australia, Canada, France, Germany, UK, & USA. The series will be broadcasted across various regional TV networks (BBC, CNBC, CNN, Discovery Channel, Fox & National Geographic), as well as on local TV channels, with insider’s recommendations and itineraries readily available via Hong Kong Tourism Board’s online and social media platforms.

“To connect better with today’s travellers, who constantly seek local authenticity, it is crucial to identify and communicate the local uniqueness of Hong Kong. With this in mind, we aimed to give a taste of the Hong Kong that every traveller would want to experience even before they get here. We want them to discover Hong Kong like a local”, said Tina Chao, General Manager of Marketing, Hong Kong Tourism Board