The R.O.I. Group
Return On Imagination.
Hong Kong Tourism A Demand Generation Story. Product Hong Kong Tourism Problem Consumer research revealed there were four barriers that needed to be overcome to generate more American first-time travelers to Hong Kong: • Language • Accommodations • Cuisine • Distance Strategic Insight The attraction of Hong Kong is its ability to provide modern amenities against a backdrop of ancient tradition. This fusion of East and West is the key driver to visit Hong Kong. Strategy Promote the “fusion of East and West” as exemplified by Hong Kong’s rich cultural heritage of ancient temples and customs juxtaposed with modern amenities. Tactics Travel magazines, gateway spot market newspapers, online banner ads, travel agent collateral materials. Target Audience Travel agents, American travelers planning trips to Asia and, travelers residing in U.S. gateway markets. Budget $3 million Results • Number of first-time American travelers to Hong Kong was up 3% in the first 6 months of the campaign. Then SARS hit. Recovery continues to slowly rebound. About This Ad This ad was part of a spot market campaign in key gateway cities designed to change perceptions about Hong Kong as a travel destination among American first-time travelers and assuage their fears of a language barrier by announcing Hong Kong’s new docent program providing English speaking guides. To view more campaign samples, click “Gallery” at bottom, left. |
