PATA Grand and Gold Award 2012 Winners

Marketing MediaTravel Advertisement Print MediaHong Kong - Asia’s World City Destination Image Print Ad CampaignHong Kong Tourism Board, Hong Kong SARwww.discoverhongkong.comHong Kong is a dynamic city that offers great variety. From city life to great outdoors, from traditionto modernity, from east meets west, from shopping to dining, visitors from around the world findHong Kong compelling.In the ‘Hong Kong. Asia’s World City’ print ad campaign, the mix of sky stripes depicting differentmoments of Hong Kong is employed, while the visual foreground is collaged with the core attributes ofHong Kong. These include festivals, events, attractions, shopping and dining elements, customisedto appeal to different target segments. A total of four print ads targeting the young segment(short-haul markets), young professionals (long-haul markets), family and achievers’ needs weredeveloped. The overall tone of the print ad campaign was cosmopolitan, sophisticated, and vibrant.“Hong Kong showed a great way of segmenting communciations and using strong images andcopy to depict the brand” - Judge’s comment