PATA Grand and Gold Award 2012 Winners

Marketing MediaPromotional Travel VideoHong Kong - Asia’s World City Brand VideoHong Kong Tourism Board, Hong Kong SARwww.discoverhongkong.comTo leverage the city brand of Hong Kong developed by the Hong Kong SAR Government in 2001,a destination brand platform “Hong Kong. Asia’s World City” was adopted to portray Hong Kongas the leading travel destination in Asia, offering world-class and unrivaled travel experiences tovisitors from all over the world.This campaign included a promotional travel video that aptly put forth the core values that makeHong Kong distinctive, memorable and identifiable: cosmopolitan, variety, vibrant, trend-setting,and fusion. All these make Hong Kong stand out from other competing destinations.The campaign was executed targeting three key segments that were identified based on thepsychological needs and travel motivations of consumers:1) Young: Entertainment/Excitement, Materialization2) Family: Family time & Fun3) Achievers: Local Culture/Heritage appreciationBy showing how people in each segment enjoy and experience the variety of specialties in HongKong, it illustrates the wonderful ambiance of ‘Hong Kong. Asia’s World City’. It also makes anemotional connection inducing visitors to come to Hong Kong or visit DiscoverHongKong.com formore information.“The video included all main attractions, easily recognisable by the viewer, invoking emotion andcreating an experience. It featured a variety of activities in an easily understandable manner,representing the destination and the brand well. The production visually captures the viewer’sattention for the entire length of the video, along with appropriate audio, creating curiosity”- Judge’s comment