Hong Kong Tourism BoardLocal Vision: Hong Kongvisit page
Branded Content
Tourism
Key objectivesShow the world the most authentic experiences and stories selected by Hongkongers, as part of the last phase of a larger campaign called “Reframing Hong Kong”. With the objective to leverage existing imagery curated by the locals, the Hong Kong Tourism Board (HKTB) wanted us to produce content that will reach the worldwide audience, and that gives insight into unique ways to experience the city — in the hope that this content will encourage travellers to “Discover Hong Kong like a local”.
DeliverablesLeveraging two media platform products and brands — SCMP.com and Goldthread — a series of content in unique storytelling formats was delivered to maximise and extend exposure of the campaign. On SCMP.com, we fused the winning photographs from the “Reframing Hong Kong” photo competition, together with photos that our own content team sourced, to present a host of photo opportunities through a creative interactive map. On Goldthread, photo cards were created and published as a Google AMP (Accelerated Mobile Pages) story. On social media, visuals were adapted from the map on SCMP.com to let HKTB take over the SCMP Lifestyle account on Instagram, and SCMP also produced a series of Instagram stories using winning visuals from previous phases of the campaign, provided by HKTB.
Results
Over 270,000 total pageviews with the vast majority of audiences from targeted countries in the US, Australia, Malaysia, the Philippines and Singapore.
Over 340,000 social media reach, with over 6,700 social media engagements

morningstudio@scmp.com