Brand Connection Secures Hong Kong Ad Campaign
Media buying agency, Brand Connection, is to launch a £1.5 million UK advertising campaign to promote Hong Kong as a holiday destination.
The Hong Kong Tourism Board will unveil a major print, outdoor and TV promotion in an attempt to to repair the damage caused to its tourist industry by the recent SARS virus. The ads will feature Hong Kong movie legend Jackie Chan and will carry the strapline: “Hong Kong, Live it, Love it!”
The campaign, which will be concentrated in London and the Midlands, will run throughout September and October.
Commenting on the initiative, David Dean, director of the North European region for the HKTB, commented: “Hong Kong is bouncing back, our July figures prove that, from being 90% off last year’s numbers we are now only 30% behind. The aim of the campaign is to get us back to last years’ figures.”
He continued: “In addition we are contributing another £1 million to our trade partners’ marketing including direct mail, classified advertising and outdoor display advertising. We are doing everything in our power to welcome UK visitors back.”
Hong Kong Tourist Board www.discoverhongkong.com
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