Hong Kong Tourism BoardBuilding Connectionsvisit page
Branded Content
Tourism
Key objectivesThe Hong Kong-Zhuhai-Macau Bridge and the High Speed Rail / Express Rail Link were completed in late 2018. The two new infrastructure projects will play an important role in developing the Belt and Road Initiative and contribute to Hong Kong’s economy — particularly through tourism. The objective of the content campaign was to ride on the launch of these major works to build awareness of them as well as to increase, improve and positively affect travel to Hong Kong from around the world.
DeliverablesThere were a total of four episodes, spanning from infographics, custom photography to video. Infographics were proposed by the team as the best format to explain the scientific facts of the two projects — as the visual nature of the presentation would allow for a more engaging reader experience in understanding the background of the two projects, especially some of the complicated science behind them. Exploring how connectivity is built on different levels that is beyond physics, Morning Studio used custom photography and video storytelling for the third and fourth episodes.
Results
Social media reach of more than 7.84 million across the four episodes
Over 1.25 million page views in total, with the top viewing countries in North America and Asia Pacific, which were the target markets

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