HKTB Unveils the “Hong Kong Super March” Campaign and Mega Event Travel Guide

Riding on the wave of unmissable mega events in town, the Hong Kong Tourism Board (HKTB) rolled out the “Hong Kong Super March” campaign to enhance visitor and local engagement. The initiative offers a comprehensive mega event travel guide, covering dining, shopping and transportation,to help streamline itinerary planning. In collaboration with over 1,500 outlets citywide, HKTB is introducing campaign-themed special discounts, enabling both locals and visitors to enjoy premium and city-wide deals while immersing themselves in the excitement. HKTB has expanded its marketing reach across Mainland and global markets, leveraging renowned key opinion leaders (KOLs) to experience and showcase Hong Kong’s major events firsthand, further driving worldwide buzz.

March’s lineup of world-class events spans sports, pop culture and the arts, offering an array of must-attend experiences. Highlights include Cézanne and Renoir Looking at the World, presented by the Hong Kong Museum of Art, featuring 52 treasured paintings from Paris museums the Musée del’Orangerie and the Musée d’Orsay; the Hong Kong Arts Festival, showcasing over 1,300 meticulously curated performances by renowned artists from around the world; the World Snooker Grand Prix, featuring the world’s top snooker players; LIV Golf Hong Kong, one of the world’s most prestigious golf tournaments; Picasso for Asia: A Conversation, featuring over 60 rare Picasso works making their Hong Kong debut; ComplexCon Hong Kong, a premier international pop culture festival returning to Hong Kong with much anticipation; the HKwalls Street Art Festival, injecting fresh creative energy into the city’s streets; classic racing series the Hong Kong Derby; Art Central,spotlighting contemporary pieces from emerging and established global artists; Art Basel Hong Kong,showcasing masterpieces from top global galleries; and the Hong Kong Sevens, making its debut in Kai Tak Sports Park, with elite rugby action in an electrifying live atmosphere.

Mr Dane Cheng, HKTB Executive Director, said: “To elevate the experience for visitors and locals attending Hong Kong’s diverse mega events, HKTB is bringing together various events in town and marketing them through thematic promotions by month, festival or event type to enhance publicity and deliver a richer, more immersive experience. The ‘Hong Kong Super March’ campaign is tailored for a wide range of audience segments, offering a comprehensive travel guide that meets a variety of interests. We believe this strategy will attract visitors to stay in town longer and drive spending to maximise the impact of these major events.”

Citywide Deals with an All-In-One Guide for an Unparalleled Experience

HKTB introduced a dedicated webpage(https://www.discoverhongkong.com/eng/what-snew/events/super-march.html) and is promoting “Hong Kong Super March” across major digital platforms, including Facebook, Instagram, YouTube, Xiaohongshu and Weibo, where visitors can access the latest and most comprehensive event details, including: 

Exclusive Partner Offers

HKTB teamed up with local businesses to offer over 160 campaign-themed dining, shopping and entertainment deals across more than 1,500 outlets. Many of these are strategically located near major sports and cultural venues, ensuring that both locals and visitors can enjoy special perks while immersing themselves in the city’s dynamic events.

Offers include:

1. Arts & Cultural Picks

• MoMA Design Store: Get a free Yoshitomo Nara Coaster with a purchase of a specified amount

• SOFE COFFEE : Enjoy a 20% discount offer with any purchase

2. Kai Tak Hot Picks

• JOYPOLIS SPORT: Specified-time-period ticket with 15% off

• Häagen-Dazs™: Buy one Mini Love Boat, get one free

• COUCOU-RESERVE: Enjoy a 12% discount with any purchase

3. Fashionable Finds and Treats

• Michelin 2-star restaurant BO INNOVATION: Enjoy a 20% discount for any purchase of a set meal

• Chinesology: Enjoy a 50% discount on the designated menu from the second diner on

• Wa-En Kappo: Get one for free for a group of four upon ordering the same lunch or dinner set course

• Hot Toys: Receive a gift with any purchase of $100 or more

＊Offers are available on a first-come, first-served basis via the HKTB one-stop e-platform. Limited quotas apply. For terms and conditions, please refer to:
https://www.discoverhongkong.com/eng/what-s-new/events/super-march/promotion.html

Events at a Glance

March is packed with exciting mega events,spanning sports, arts and pop culture. HKTB will provide an all-in-one event listing on its website and social media platforms to keep the public up to date with the latest schedules.

Handy Tips

Tailored guides are available for sports and arts enthusiasts, featuring recommended events, nearby attractions, and special shopping and dining deals.These all-in-one suggestions ensure visitors and locals will be fully prepared to make the most of every moment.

The Ultimate Kai Tak Guide

Getting There

HKTB will share a comprehensive Kai Tak Sports Park transport guide on its social media channels.Expect key details on public transport arrangements, including cross-border buses, ferry schedules from North Point to Kai Tak, and a map of nearby conveniences, such as parking lots and taxi stands.

Top Check-In Spots

Discover 10 must-visit photo spots around Kai Tak.Whether it is the South Stand of the Main Stadium,an essential stop for sports fans, or standout attractions like the bowling alley, the “Mirror of the Sky” near the station, and rooftop bars with stunning views — each location offers the perfect backdrop for unforgettable moments.

Trending Food and Shops

Kai Tak is a bustling food haven, offering a diverse selection of local flavours, Asian specialties and international cuisine. The curated picks promise a delicious experience for every palate. At the same time, the guide introduces the local shopping experience and provide promotional offers.

Boosting Global Promotions with Influential KOLs Joining the Events To draw more international visitors to experience Hong Kong’s mega events and enhance the city’s global visibility, HKTB is utilising its extensive network and renowned KOLs to highlight Hong Kong’s vibrant appeal as the “Events Capital of Asia” and promote the “Hong Kong Super March”. Initiatives include:

Global KOL Experience Extravaganza

This March, over 40 local and international KOLs and celebrities (from the Mainland, Taiwan, UK, Australia,South Korea, Thailand, Indonesia, etc.) will take part in various events, sharing their first-hand experiences on social media and reaching a combined audience of over 10 million followers.

Participants include Wi Ha-jun (12.5 million Instagram followers), a South Korean actor known for playing an undercover police officer in the Netflix hit series Squid Game 2, Judd Trump, the world’s No. 1 snooker player(299K Instagram followers), Mainland singer Zhang Yuan (10.45 million Weibo followers), rising Thai stars Boss and Noeul (total 5 million Instagram followers), former English rugby star Ryan Wilson (37K Instagram followers), and Indonesian painter Eva Alicia (920k Instagram followers).

Overseas Market Promotion

Large-scale outdoor advertisements are placed in major train stations and landmarks in London, the UK and Sydney, Australia to enhance global visibility.

Expanding Reach in the Mainland

To maximise exposure in the Mainland, HKTB has partnered with Xiaomi, which has 700 million users,leveraging its smartphone and smart TV platforms to promote “Hong Kong Super March”.

Additionally, promotional campaigns will be launched on major streaming platforms, like iQIYI, Tencent Video and Mango TV, alongside comprehensive marketing efforts on Weibo, WeChat, Xiaohongshu and Douyin, reaching an estimated audience of over 200 million across the Mainland.

Citywide Festive Atmosphere

Outdoor advertisements are placed in high-traffic locations, such as the Mid-Levels escalator, and promotional screens will broadcast ads for “Hong Kong Super March” in airport arrival halls, the Lo Wu Control Point and MTR stations.

Proactive engagement to enrich the spectator experience and elevate event appeal

March is filled with thrilling mega events, and in addition to its global promotions, HKTB is actively enhancing these experiences. From unveiling a large-scale local art zone to showcasing dazzling pyrotechnics and laser projections, HKTB is enriching the events with various elements to maximise their appeal. Highlights include:

• Heritage Lion Dance & Hong Kong-Themed Fan Village: In collaboration with LIV Golf Hong Kong, HKTB will incorporate a traditional lion dance performance, recognised as part of Hong Kong’s intangible cultural heritage, into the daily shotgun start of the Hong Kong tournament. Additionally, the Fan Village will be infused with Hong Kong-themed décor and authentic local cuisine, creating a dynamic fusion of music, interactive experiences and gourmet delights, immersing global audiences in the essence of Hong Kong’s cultural heritage.

• Immersive Local Cultural Experience: At the international trend-setting event ComplexCon Hong Kong, the HKTB will introduce an innovative thematic experience zone centred around the traditional culture of mahjong. This special experience will be filled with collective memories of Hong Kong people, recreating scenes of Chinese banquets and neighbourhood mahjong games. It brings to life the connection between the daily lives of Hong Kong people and mahjong culture, allowing everyone to experience the authentic local flavour of Hong Kong.

• Live Art Creation Studio: In collaboration with Art Central, HKTB invited talented artists from Hong Kong and the Mainland to create on-the-spot artworks inspired by their everyday   experiences. Through their art, these creators share unique stories and vibrant narratives of each neighbourhood with art enthusiasts.

• Pop-Up Art Bar: HKTB will create a vibrant pop-up bar infused with local character at Art Basel Hong Kong. This unique venue will feature Hong Kong-inspired cocktails and showcase stunning artwork on its exterior, displayed in collaboration with a renowned local artist, drawing inspiration from the lively Wan Chai neighbourhood. The bar’s interior design integrates local cultural elements, creating an immersive experience that celebrates the essence of Hong Kong.

• All-new Laser Show & Pyrotechnic Display: The Hong Kong Sevens will be held in Kai Tak Sports Park, with HKTB providing full support for the opening ceremony, which will feature a brand-new laser show, setting the stage for an electrifying tournament. The closing ceremony will conclude with a stunning pyrotechnic display over the stadium, ensuring an unforgettable finale for rugby fans.

For details on “Hong Kong Super March”, please visit the following website:
https://www.discoverhongkong.com/eng/what-s-new/events/super-march.html

Echoing the launch of Hospitality Campaign by the Government, the Hong Kong Tourism Board(HKTB) today (3 Jun 2024) has launched the new promotion on hospitality on the theme of “Let’s Go theExtra Mile”, to encourage both frontline staff of the industries and members of public that everyone could demonstrate good hospitality by going a little step forward.

Following the introduction of “Professional Quality Tourism Services Pledge” last year, theHKTB has recently conducted various works among trade partners and in the community through the production of TV reality show, the enhancements to the Quality Tourism Service (QTS) Scheme assessment, the creation of training videos, and the expansion of the “HK Pals” volunteer programme to recruit more young individuals as hosts for visitors.

Themed “Let’s Go the Extra Mile”, the new TV promotion covers on different industries, illustrating how we can all better demonstrate the hospitality by going the extra mile with small gestures, while highlighting the city’s professional-quality services, thus leaving a positive impression on customers. The HKTB aims to promote the spirit of hospitality throughout the city using various channels. The videos will be broadcast on major TV channels, featured in shopping malls, shared on the internet, and posted on social media platforms. Print advertisements will also be featured on various platforms.

On 29 May, the HKTB released a teaser video across various social media channels and through KOLs.In one story within another, young actors were invited to reinterpret the classic catchphrase in the previous TVC in fun and playful ways, triggering thoughts about how to better demonstrate the hospitality.

Besides, the HKTB staged a trade preview on 29 May to share the updates on the hospitality campaign with about 120 trade representatives from the tourism-related sectors (tourism, aviation, transportation, hotels, F&B, retail, attractions and MICE). The new TV promotion was also previewed by trade partners and was received positively. Also supporting the occasion in person were Mr Kevin Yeung, Secretary for Culture, Sports and Tourism, Hon Tommy Cheung, Executive Council member and Legco Member (Catering), Hon Shiu Ka Fai, Legco Member (Wholesale and Retail), and Hon Perry Yiu, Legco Member (Tourism).

Different sectors in the city will launch various activities to create synergy and work together toconsolidate Hong Kong’s reputation as a hospitable destination.