In a unique promotional campaign, Hong Kong Tourism Board (HKTB) is promoting the destination through Indian author and publisher Durjoy Datta’s new book Hold My Hand. This is the first time ever for any National Tourism Board to collaborate with a writer for such a unique promotional campaign in India to promote a destination. From the novel, the HKTB will spin off a series of promotional activities, using Social Networking Services and mobile apps in a bid to raise awareness of Hong Kong and all it has to offer.
At the press conference to announce the book and its accompanying campaign, Anthony Lau, Executive Director, HKTB revealed that the Board is also working with Whistling Woods academy to run a short film contest, inviting students of the school to produce snippets of Hold My Hand.
India has been picking up as a feeder market for Hong Kong, and Lau recognised it as one of Hong Kong’s five key new markets. Speaking about the impact of the weak Rupee on Indian footfall to the destination, Lau said, “Hopefully it is not going to depreciate too much. Even if it does, I don’t think it will have any significant impact on the numbers to Hong Kong. The Rupee doesn’t stay down, it fluctuates, and we have to learn how to manage this. I think a longer term perspective to continue to invest and highlight Hong Kong in the consumers’ minds is the right approach. These efforts in difficult times will bear fruit,” he opined.
