Hong Kong brings out the locals

Hong Kong’s local personalities, gourmet dining, fashion, entertainment, outdoors and family adventures are being brought to life in a new global marketing campaign.

Titled “Best of All, it’s in Hong Kong”, the new push from the Hong Kong Tourism Board targets “towards 45+ repeat travellers” as well as first-time millennials.

Umberto Bombana

Four videos take viewers on a journey, offering a taste of the region’s culinary scene by three-star Michelin chef Umberto Bombana or a tour of the best fashion hangouts from designer Anais Mak. Actor and pilot Michael Wong takes the controls of a helicopter for a family city adventure and movie star Sean Lau takes viewers out into Hong Kong’s breath-taking natural scenery.

“We want visitors to see, feel and taste the best Hong Kong has to offer from a local’s perspective,” said Hong Kong Tourism Board Regional Director, Andrew Clark.

“By watching these videos and engaging with our content, travellers can discover the breath-taking intensity, the surprising contrasts, the rewarding variety and the captivating style this wonderful city can offer.”

Clark said the clips aimed to provide a snapshot of the “authentic, off-the-beaten-track, local experiences” on offer that Aussie travellers are “desperate to find”.

Catch the “Best of All, it’s in Hong Kong” campaign on digital channels, or spot it in trade partner tie-ups.

The new branding will appear across content media partnerships and the videos will be rolled out on social media, alongside a series of stories with a spotlight on food, nature and fashion.