Hong Kong Tourism Board: My Hong Kong Buddy

Ronald Lee

Hong Kong Tourism Board (HKTB) used an online campaign focused on local knowledge to boost its social presence and increase its relevance to travellers.

Campaign details

Brand: Hong Kong Tourism BoardBrand owner: Hong Kong Tourism BoardLead agency: Tribal Worldwide Hong KongCountry: Hong KongIndustries: Destinations and locationsMedia channels: Content marketing, Livestreaming, Mobile & apps, Online video, Social media, Websites & microsites, Word of mouth, influencersBudget: Up to 500k

Executive summary

With the popularity of resources such as TripAdvisor increasing in recent years, big official tourism organisations such as Hong Kong Tourism Board (HKTB) are losing relevance to today's travellers who look to social media and fellow travellers for travel inspiration. Recognising this,...

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