The Hong Kong Tourism Board (HKTB) officially kick-started its two-month-long summer promotional campaign – Hong Kong Summer Spectacular on 29th May 2009. This year, the HKTB, in collaboration with the tourism industry, is focusing on promoting to potential visitors from the Mainland and short-haul markets a wide range of special offers and privileges, as well as tactical packages. Complementing these are the many exciting events, newly opened facilities and summer activities organised by local attractions, which are set to create a “hip hot journey” of irresistible offers and memorable shopping, dining and entertainment for visitors, and in turn generate a business platform for the local tourism-related sectors.
HKTB Chairman Mr James Tien said: “Notwithstanding the continued impact of the global financial tsunami and human swine flu pandemic, we believe that we must grab the opportunities of the peak summer travel season, especially in the Mainland and short-haul markets. To widely promote travel to Hong Kong during the season, we have allocated more than 80 per cent of our HK$48 million summer promotion budget to promotions in these source markets. In the Mainland, as well as doubling our budget to HK$20 million, we have advanced the promotions to start in mid-June so that we can intensify their impact.”
Working with the travel trade, the HKTB has begun publicity for Hong Kong Summer Spectacular in the Mainland and short-haul markets, and is vigorously driving the tactical promotions of Hong Kong tours and packages. In Mainland China, the HKTB is co-operating with its travel-trade partners in 24 major cities and launching promotions through popular travel portals.
On top of rolling out tactical packages, the HKTB has invited about 300 media and trade guests from selected long- and short-haul markets to come to Hong Kong during the promotional period, so that they can experience the city’s excitement. The HKTB hopes that these visits can create effective “word of mouth” publicity for Hong Kong and show to the world that the city remains business as usual. The HKTB is also extending support to familiarisation visits organised by the local travel trade, so as to encourage a greater number of visits from the Mainland and overseas trade.
Mr James Tien added, “The HKTB is deeply grateful for the support of our trade partners, who are extending a wide range of attractive offers and privileges to visitors during the Hong Kong Summer Spectacular period. Through our worldwide offices, we are making use of various channels to disseminate information about these offers and privileges to consumers in different markets, so as to entice visitors to come to Hong Kong and stimulate their spending in the city.”
The Hong Kong Summer Spectacular will run from 29 June to 31 August. During this period, the HKTB will distribute coupon booklets containing offers from five dining districts, four major shopping malls and various retail and catering outlets, as well as operators of attractions, transportation and museums. Together with the offers by MTR Corporation, visitors can receive more than HK$9,000 of special offers and privileges.
Meanwhile, to attract the younger segment and highlight Hong Kong’s trend-setting edge, the HKTB has invited celebrity Eason Chan to be the “Hong Kong Summer Spectacular Ambassador” and assist in the promotions. The HKTB has also produced a Hip Hot Hong Kong Guide, which features tips on trendy shopping, dining, accommodation and entertainment in Hong Kong. The guide will be distributed free of charge to visitors and can also be downloaded from HKTB's website. And to stimulate visitors’ spending, the HKTB is heavily promoting the “go Discover Hong Kong with Visa” Lucky Draw by Visa, along with sales and other activities in major tourist districts and shopping malls.
To encourage local residents’ participation in Hong Kong Summer Spectacular, the HKTB is joining forces with Yahoo! HK on a “Hong Kong Summer Spectacular x Yahoo! HK Start the Trend” promotion. Netizens logging on to Yahoo! HK are encouraged to share information about Hong Kong’s hip hot trends, which will be uploaded onto the dedicated website for Hong Kong Summer Spectacular for sharing with visitors. For eight consecutive weeks, Yahoo! HK will select the hottest recommendation each week, with winners receiving trendy prizes worth over HK$3,000 each.
For entertainment, the HKTB will publicise various major events to be held in Hong Kong this summer, including the Summer Pop – Live in Hong Kong, organised and produced by the Performing Industry Association (Hong Kong) Limited, which will be a special draw to younger visitors. The HKTB is also promoting Hong Kong’s many newly opened attractions and facilities, including the Amazing Asian Animals Exhibit in Ocean Park, Noah’s Ark, “1881 Heritage”, the Ngong Ping 360 Crystal Cabin, as well as the activities organised by these and other attractions.
