Global tourism push promotes Hong Kong as city to be ‘felt’ not just seen Hong Kong is seeking to promote itself as a city that visitors “feel” rather than merely see under a new global tourism campaign highlighting experiences ranging from mahjong games and tram rides to hidden beaches and Kai Tak Stadium. Tourism Board executive director Anthony Lau Chun-hon told the South China Morning Post on Sunday that the “Only in Hong Kong” campaign aimed to redefine how travellers experienced the city and distinguish it from other destinations. “Moving beyond a place to see, the campaign reveals Hong Kong [as a city] made to be felt,” Lau said. “By capturing the city’s sights, sounds and rich flavours, ‘Only in Hong Kong’ reveals the true soul of the city, transforming everyday moments into lifelong memories.” The campaign began rolling out on digital and social media platforms worldwide earlier this month, while its television advertisement will make its Hong Kong debut on Monday. It will later be expanded in phases across the city’s major visitor source markets through global and regional television networks, localised media channels and outdoor advertising. The campaign presents Hong Kong through contrasts, pairing its dense urban landscape with secluded natural escapes and highlighting experiences such as Star Ferry journeys, skyline hikes, neighbourhood visits and stays in high-end hotels. Other scenes feature mahjong games, local bars, beaches and Kai Tak Stadium, which opened last year as the centrepiece of the city’s push to become an international hub for major sports and entertainment events. The board said the campaign deliberately drew on real street scenes and everyday encounters rather than relying solely on polished destination imagery. Its identity is built around four qualities – variety, vibrancy, contrast and world-class offerings – and uses a palette of 16 colours inspired by local landmarks and cultural symbols. These include “Dukling Red”, referencing traditional junk boats, “Ding Ding Green”, representing the city’s more than 120 years of tram history, and “Kai Tak Stadium Lavender”. Black and white were chosen to celebrate Hong Kong’s locally born giant panda twins. The campaign logo combines the glow of the city’s neon signs with the appearance of a traditional Chinese seal, accompanied by the “Asia’s World City” brand. Advertising lines include “Here, every day is an event” and “It’s where East meets best”, reflecting what the board described as a curious, playful and occasionally tongue-in-cheek tone. Lau said the campaign would continue to introduce new material highlighting different aspects of Hong Kong to keep the destination relevant to overseas visitors. “‘Only in Hong Kong’ gives the entire industry a shared platform to tell the city’s story with confidence and creativity,” he said, thanking industry partners for providing advertising space and other channels to extend its reach. https://www.scmp.com/news/hong-kong/hong-kong-economy/article/3361106/global-tourism-push-promotes-hong-kong-city-be-felt-not-just-seen?pgtype=live (ICE HONG KONG)

Fonte notizia: South China Morning Post