PATA Grand and Gold Award 2012 Winners

Marketing MediaWebsite2011 Hong Kong Summer Spectacular Mini siteHong Kong Tourism Boardwww.discoverhongkong.com/hkss/eng/html/hkss/index.htmlwww.discoverhongkong.comThe Hong Kong Summer Spectacular (HKSS) is a three-month-long summertime festival in HongKong organised by the Hong Kong Tourism Board. The city celebrates the occasion with a seriesof exciting events, great retail sales and a multitude of great dining offers. The core event of HKSSis the Hong Kong Dragon Boat Carnival, which attracted 30 overseas teams and 150 local squadsfor the high-spirited dragon boat races on the waters of Hong Kong’s iconic Victoria Harbour.In addition to the races, HKSS filled the city’s shopping spots with lively promotions and crazycapers. The ‘Visa go Surprises’ flash mob were on the loose every Saturday and a total of 231spenders were ‘mobbed’ and were awarded with shopping coupons and Visa spending credits.In order to arouse the awareness of HKSS amongst a global audience, an online promotioncampaign was launched before the event through the Hong Kong Summer Spectacular minisite.The Hong Kong Summer Spectacular minisite acted as the centralized information platform for theevent. It contained information to facilitate visitor’s planning their trip to Hong Kong, such as theeasy-to-use online booking system for hotel accommodations, and the plan-your-trip library with allthe essential travel information about Hong Kong. The website contained a sharing function so thatthat users could share the web page information with social media with just a few clicks.The Hong Kong Summer Spectacular minisite achieved 1.2 million visits during the three-monthcampaign period. The cost-per-click campaign was also a great success across multiple mediachannels and countries -- a cost per click as low as HK$1.08 was achieved. During the period,over 1,000 posts were generated as travellers created discussions of the events with their friendsand followers.“The HKTBs site shows clarity in promoting their destination with easy access to must-haveinformation” - Judge’s comment