Thee Hong Kong Tourism Board (HKTB) recently launched its new branding ‘My time for Hong Kong’, with the aim of providing a personal connection between travellers and the destination so they can explore beyond its iconic attractions and discover its hidden gems.
The HKTB says this new direction is a move away from a focus on product to showcase “an emotional connection and engagement with the destination, enabling visitors to shape and share their unique and personal Hong Kong travel experiences with friends and family”.
The new branding will focus on inviting visitors to explore the many different worlds in Hong Kong, and via word of mouth and content generation, share these experiences with their networks.
The ‘My time for’ brand tagline can be tailored depending on the key messages and focus of each campaign to highlight a variety of themes including ‘My time for inspiration’ and ‘My time for exploration’.
The HKTB has invested in a master photography project to produce a series of new destination images which capture the city’s sights, sounds and stories and clearly portray the ‘My time for’ branding. These new images will be used across the HKTB’s advertising, events, publicity, social media and online promotions globally.
The HKTB has also revamped its trade website – PartnerNet, which is designed to provide travel trade partners with the most up-to-date information on Hong Kong’s tourism industry. The website aims to contact trade partners around the world and includes interactive features, such as industry news, research and statistics, e-Marketplace, events calendar, photo image library and publications plus access to the HKTB’s online training tool, Hong Kong Specialist.
Registration to PartnerNet is free and provides members with the opportunity to promote their business to a global network and make contact with potential business partners in Hong Kong. To register for PartnerNet visit http://partnernet.hktb.com
Agents can direct clients to the ‘My Hong Kong Guide’ website and smartphone app, a customised “virtual travel guide” which visitors can use to plan, explore and share their personal itineraries with friends across social media. The guide provides travellers with content from local experts as well as information on popular tourist attractions and events. An added feature for visitors, when in the destination, is the ability to ‘shake’ their phone to automatically highlight additional attractions nearby.