Reframing Hong Kong: Local photography helps travellers explore new sides of Hong Kong
Hong Kong Tourism Board refreshes itineraries, digital platforms and travel websites using behavioural insights & imagery from Reframing Hong Kong (#ReframingHK)
Since Hong Kong Tourism Board and agency partner Grey launched “Reframing Hong Kong”, the city has amassed close to 30,000 photos captured by locals.
Using insights derived from Google Travel Analytics based on the travel preferences of travelers from 10 different source markets, preferences were analysed by targeting search behaviors.
As a result, new short stay itineraries were created, and previously unknown places became must-see attractions. These image-based itineraries were launched in partnership with South China Morning Post, Hong Kong’s largest content platform with 17 million monthly active users.
“Whether it’s choosing an attraction to visit or a temple to see, where to eat or what to hike, locals are now directly influencing these decisions.”, says Michael Knox, Chief Creative Officer, Grey Hong Kong.
The photography has been used to refresh popular travel platforms promoting Hong Kong, like Cathay Pacific’s digital platforms. Other travel websites, such as TripAdvisor, are replacing their photography with #ReframingHK imagery.
Apart from being the city’s global brand campaign, the visuals have become the city’s postcards. Pick them up at Cathay Pacific’s airport lounges, HK Tramways, MTR stations, Kapok retail stores, over 20 hotel partners and Hong Kong Tourism Board Visitor Centres.
“Reframing Hong Kong continues to be an effective platform to extend our global communications. We’re hoping that we can show the authenticity of Hong Kong through the eyes of those who know this city best”, says Tina Chao, General Manager, Hong Kong Tourism Board.
Reframing Hong Kong continues to receive hundreds of new submissions.
Credits
Hong Kong Tourism Board
Grey Group Hong Kong
Tags:
Grey Group, World’s 50 Most Innovative Companies, #ReframingHK, Print advertising, Creative Print Ads, Print campaign, Creative Advert, Reframing Hong Kong
