The Hong Kong Tourism Board (HKTB) has introduced the 'Of Course, Hong Kong' campaign, featuring four Filipino creators who have lived in Hong Kong for nearly a decade. The campaign provides their personal recommendations of hidden gems and local experiences in the city.
The participants include "illustration artist Reana Bachiller, rugby player Rob Fogerty, content creator Jen Balisi, and fashion photographer Paul Sunga: each highlights their favorite locations across different themes: Arts and Culture, Nature and Adventure, Food and Drinks, and Shop and Play."
Presented as "a four-part series, this campaign aims to showcase the diverse experiences Hong Kong has to offer and mirrors a recent initiative by the Singapore Tourism Board, which featured Malaysian celebrities to promote travel," emphasizing how targeted campaigns can engage specific audiences effectively.
Filipino-Perspective City Campaigns
'Of Course, Hong Kong' Features Four Local Filipino Creators
Trend Themes
1. Localized Travel Campaigns - Campaigns highlighting personal experiences from local expatriates can deeply resonate with target audiences by showcasing authentic insights.
2. Diverse Creator Collaborations - Engaging a variety of creators from different backgrounds can enhance the appeal and reach of promotional content.
3. Experience-based Tourism - Tourism campaigns focusing on curated local experiences can attract travelers seeking unique and meaningful adventures.
Industry Implications
1. Tourism and Hospitality - Localized campaigns provide a powerful tool for the tourism industry to attract niche markets and foster deeper cultural connections.
2. Digital Content Creation - Collaboration with diverse content creators offers new avenues for the digital content industry to produce rich, authentic storytelling.
3. Travel and Lifestyle Media - Experience-centric media content captures the trends of immersive and personalized travel preferred by modern tourists.