Campaign seeks to Promote Hong Kong as a “Soul Cool” Summer destination
Singapore, 22 July, 2018 – Wego, the leading online travel marketplace in MENA and APAC regions, has forged a partnership with the Hong Kong Tourism Board (HKTB) for a new destination marketing campaign targeting travellers from Indonesia, Malaysia and Philippines.
The campaign, which will be launched under the theme “Summer Fun”, aims to showcase the many unknown unique and hidden aspects of the cosmopolitan city to be discovered this Summer and how to be “Soul Cool” in Hong Kong.
“Hong Kong continues to gain popularity, as the ideal holiday destination, year after year in fact, searches on Wego for Hong Kong grew this year by 43% since 2017,” said Craig Hewett, co-founder of Wego. “Our campaign, which will include a number of online activities, aims to position Hong Kong as a summer-time ‘must visit’ destination for travellers from Indonesia, Malaysia and Philippines.”
Raymond Chan, Regional Director, Southeast Asia, Hong Kong Tourism Board, said, “Given our fruitful partnership in 2017, we now look forward to our collaboration with Wego to attract more visitors from key source markets – Indonesia, Malaysia and Philippines leveraging this year’s “Soul Cool” attractions and activities to enjoy the best that Hong Kong summer has to offer.”
A bundled programme of promotions, by Wego, seeks to bring Hong Kong to the attention of travellers from these Southeast Asian nations. Its online co-marketing component comprises a tailor-made series of direct promotional activities, targeted at the demographic set of young travellers and families.
“Wego has prepared a series of 360 marketing activities focused on driving incremental tourist arrivals into Hong Kong,” said Hewett. “Specifically, we hope to stimulate interest amongst travellers for the city’s halal offerings, family-friendly delights and cultural tourist avenues. We also encourage them to discover some of Hong Kong’s coolest neighborhoods like a local, to find the best places to shop, dine and sight-see; this summer.”
In addition to direct promotion, Wego has lined-up special content marketing activities, social media contests and influencer outreach programs.
“The campaign aligns with the latest consumer attitudes of Indonesians, Malaysians and Filipinos and travellers; struck by wanderlust. These travellers are a largely tech-savvy, deal-loving sect; who look at travel as a means of exploring hidden gems and savouring new experiences,” Hewett continued.