Hong Kong Tourism BoardHong Kong Wine & Dine Festivalvisit page
Branded Content
Key objectivesThe continuing Covid-19 pandemic meant the Hong Kong Wine & Dine Festival 2020 featured an online virtual format instead of the usual physical event. HKTB commissioned Morning Studio to work on a series of videos to promote the festival. The videos were targeted specifically at wine enthusiasts.
DeliverablesSCMP invited three recognisable influencers, Bernice Liu, an actress and sommelier, Sarah Heller (master of wine), and Jay Khan (mixologist), who are all foodies and wine lovers. In an engaging video format, influencers introduced audiences to some of the food and wine delights on offer during the festival and provided insights into how to make the most of what the city has to offer.

Creative & content production includes three video-led articles published on SCMP.com and the HKTB website, one video for HKTB’s social media and four written articles published on HKTB website.
Through SCMP’s audience base, together with the use of optimised ad-targeting settings, 
the articles received ~206,000 page views and ~105,000 unique visitors.

The success of this content series can be attributed to the production of visually enticing short videos, which were published both within the articles and in social media posts. These visually enticing short videos boosted awareness.

Campaign used a well-rounded and optimised banner strategy which helped the content series achieve more than 1.3 million banner ad impressions, which helped drive users to both the articles and the festival’s homepage.