Campaign details

Brand: Hong Kong Tourism Board
Brand owner: Hong Kong Tourism Board
Lead agency: Tribal Worldwide Hong Kong
Country: Hong Kong
Industries: Destinations and locations
Media channels: Content marketing, Livestreaming, Mobile & apps, Online video, Social media, Websites & microsites, Word of mouth, influencers
Budget: Up to 500k

Executive summary

With the popularity of resources such as TripAdvisor increasing in recent years, big official tourism organisations such as Hong Kong Tourism Board (HKTB) are losing relevance to today's travellers who look to social media and fellow travellers for travel inspiration. Recognising this, HKTB decided to create a digital campaign that would empower both locals and travellers to create content and travel inspiration.

The My Hong Kong Buddy campaign enlisted real local experts to take potential visitors on a journey through their own districts, which provided travel insights and practical information. The campaign also empowered and encouraged in-town visitors in Hong Kong to share their experiences. All of their content was hosted and celebrated on HKTB's digital and social channels, allowing HKTB to expand its social presence in the minds of today's travellers.

Market background and cultural context

Background: a changing travel industry landscape