Hong Kong Tourism Board’s first ever local project – Reframing Hong Kong

Hong Kong Tourism Board enlists the help of more than 7 million photographers in a new campaign, Reframing Hong Kong

People love writing and sharing postcards, through which they can learn about a destination. However, the images on postcards don’t always capture the destination’s true colours.

Hong Kong’s imagery is no exception. To the world, the city is better known for its harbour skyline, Michelin-starred restaurants and luxury shopping. But there are so many sides to the city waiting to be explored.

So, Hong Kong Tourism Board launched its first ever local project by encouraging locals to reshoot the city’s imagery and share what they feel is the most authentic local experience. Ultimately, the photographs will become the city’s postcards and be featured in international marketing campaigns.

To kick off the campaign, award winning Hong Kong film director, Andrew Lau, was invited to curate the project. His movies not only show different facets of the city, but he is also a renowned photographer. Lau states, “Wherever I go, I have my camera with me. There are amazing places everywhere in Hong Kong. Through my lens, I hope to launch a wave of locals who also see Hong Kong as a treasure trove of hidden experiences waiting to be shared.” Watch as he takes us around his ‘city’, capturing a world of locations and local treasures that he believes are uniquely Hong Kong.

Michael Knox, Chief Creative Officer of Grey Hong Kong, said, “Hong Kong is one of the most photogenic places on the planet. By encouraging locals to capture the city, we’ll celebrate a unique perspective and turn these into shareable travel experiences through postcards and beyond.”

Tina Chao, General Manager, Marketing at Hong Kong Tourism Board, adds, “Hong Kong locals are the city’s best ambassadors. Turning them into our official photographers promises to provide travellers with a new list of must-see locations and must-try experiences, as well as encourage them to truly discover Hong Kong like a local.”

A call for entries is already launched. Director Lau and Hong Kong Tourism Board will shortlist 50 photos for Hong Kong locals and the Hong Kong Tourism Board judging committee to vote for their favourites.

Credits:
HKTB Marketing Team
Tina Chao – General Manager, Marketing
Hilda Chan – Senior Manager, Brand Marketing
Janice Fung – Manager, Brand Marketing
Veronica Chiu – Executive, Brand Marketing

Grey Group Hong Kong
Sarah Trombetta, Chief Executive Officer
Michael Knox, Chief Creative Officer
Christopher Lee, Group Creative Director
Jackie Wong, Associate Creative Director
Ella Wong, Art Director
Joanna Go, Business Partner
Bonnie Chan, Senior Account Director
Leo Yuen, Account Manager
Iris Wong, Account Executive