The Hong Kong Tourism Board (HKTB) has launched a new campaign titled “Only in Hong Kong” to attract Australian and New Zealand travellers.
The new branding shifts the focus to feeling Hong Kong from just knowing Hong Kong, as the destination leaves a unique imprint on visitors through the city’s unmistakable mix of variety, vibrancy, contrast and world-class experiences.
It showcases a global destination defined by its striking contrasts. From bustling city energy to secluded natural escapes, and from Star Ferry rides and skyline hikes to Kai Tak Stadium, local neighbourhoods, mahjong, hidden beaches and world-class hotels and bars, the campaign reveals a multi-dimensional and authentic Hong Kong.
HKTB will roll out the campaign in phases, starting with high-impact digital and social media platforms, followed by a broader mix of global and regional TV, localised media channels and outdoor, across a total of 20 source markets, bringing the campaign into everyday consumer touchpoints.
The campaign builds on the rising number of Australian visitors to Hong Kong, which has been rapidly growing for several months.
“We want to see this upward trend in ANZ visitation continue, and ‘Only in Hong Kong’ supports how we invite Aussies and Kiwis to experience the destination,” HKTB director for Australia, New Zealand & South Pacific, Karen Macmillan, said. “Across Australia and New Zealand, we will be rolling out targeted media partnerships, high-impact consumer campaigns, and strong trade collaborations that bring our four defining qualities, Variety, Vibrancy, Contrast, and World-class, to life.”
