At a recent event, the Hong Kong Tourism Board (HKTB) was joined by renowned Film School, Whistling Woods International (WWI) and bestselling Indian author Durjoy Datta to unveil the colours of its yearly marketing campaign – adapting snippets of ‘Hold My Hand’ into short films to raise awareness of Hong Kong as an exciting, vibrant and romantic travel destination among Indian consumers.
The first wave of promotion of FY 13-14 Campaign witnessed HKTB commissioning a novel, ‘Hold My Hand’ by Indian Author, Durjoy Datta. HKTB took the association forward by collaborating with creative talent house, WWI, to convert the bestselling fiction novel into Short Films. This is a unique promotional campaign for a National Tourism Board to link literature and cinema to promote a destination in India.
Three teams of contestants from Whistling Woods International travelled to Hong Kong and shot at the locations mentioned in the novel, Hold My Hand. The HKTB firmly believes that the passion of Indian consumers for books and cinema will generate huge interest in Hong Kong, the city known for being a romantic destination.
Daisy Lui, Deputy Executive Director, HKTB said, “We are honoured and thankful for the love and support shown towards us by WWI and Durjoy Datta. We hope that through our associations and cutting edge PR initiatives we will be able to consolidate Hong Kong’s presence in India and attract more visitors to Asia’s World City.”
Leveraging the campaign, the HKTB will spin off a series of promotional activities, using Social Networking Services (SNS) and mobile apps, with a view to raising awareness of Hong Kong as an exciting, vibrant travel destination among Indian consumers. Using digital platforms to drive traffic to www.discoverhongkong.com, the HKTB has also collaborated with major attractions and other trade partners in Hong Kong to develop a special “Hold My Hand” Travel Package that features the romantic places visited by the novel’s protagonists. The package will be launched in winter, which is a popular season for Indian honeymooners and young couples to travel abroad, to reinforce the HKTB’s marketing effort.
