Hong Kong Launches Global Tourism Campaign - Jackie Chan Featured In New 'Live It, Love It' Ads
NEW YORK, With dramatic fanfare, the Hong Kong Tourism Board (HKTB) unveiled a new global tourism marketing campaign here today in the heart of Times Square. Featuring Hong Kong native son and movie star Jackie Chan, the new "Live It, Love It" advertising campaign played across the Reuters Jumbo Tron, while top officials, travel industry leaders, media and thousands of onlookers watched and mingled with people dressed in striking Chinese...
"Our new "Live It, Love It" campaign sends a strong message to the world that Hong Kong is as vibrant and dynamic as ever," said Mrs. Selina Chow, Chairman, Hong Kong Tourism Board. "We are welcoming visitors back with a series of mega-events that showcase Hong Kong as a diverse, cosmopolitan city that fuses Eastern and Western cultures."
"The government of Hong Kong is committed to revitalizing tourism, a mainstay of our economy," said Donald Tsang, Chief Secretary for Administration of the Hong Kong Special Administrative Region Government and one of the high-ranking dignitaries on hand for the launch. "Like no other place on the planet, Hong Kong combines the excitement of a sophisticated, modern city with a rich heritage and cultural legacy that visitors find absolutely exhilarating."
Featuring television, radio, print, on-line and outdoor advertising worldwide, the campaign is designed for sustaining the tourism revival momentum and strengthening Hong Kong's position as one of the world's most popular destination. The "Live It, Love It" theme invites visitors to experience Hong Kong to the fullest and fall in love with the destination.
After 12 weeks of consolidated efforts by the Government, the local and overseas travel trade and the community at large, the Hong Kong tourism industry has "staged a recovery that has surpassed the most optimistic expectations," according to Mrs. Chow. "The provisional arrival figures for August show that Hong Kong welcomed an astonishing 1.64 million visitors during the month, which represents a return to positive year-on-year growth of about 9.6 percent," she said.
"We are delighted with the response to the first phase of our global tourism revival campaign -- the Hong Kong Welcomes You! Promotion -- which helped lure back early arrivals with irresistible travel offers, special attractions and privileges," the HKTB Chairman explained. "To ensure that the recovery can be sustained and to reinforce Hong Kong's long-term image as the most preferred Asian destination, we are now launching the new global advertising campaign based on the marketing theme "Hong Kong -- Live It, Love It!" Mrs. Chow said.
Over the coming weeks, the commercial will be screened in key markets around the world, including the United States, Canada, UK, Australia, Mainland China, Taiwan, India, Malaysia, Thailand, the Philippines, Singapore, Japan and Korea. The television commercial will be supported by integrated consumer marketing programs in major markets, PR promotions and a series of road shows and trade activities in key cities.
The New York launch of the marketing campaign began at 5:30 p.m. as throngs of people streamed through Times Square after work. A photo of Hong Kong's magnificent Victoria Harbor, with the words "Hong Kong Comes To New York" splashed across the bottom, was displayed on the Jumbo Tron, the world's largest outdoor advertising medium. At the height of rush hour, a promotional video played on the giant screen, followed by a special segment of Jackie Chan.
Mr. Chan, a long-time Hong Kong Tourism Ambassador and international film celebrity, plays host in the television commercial and invites visitors worldwide to come to Hong Kong to enjoy the unique and memorable experiences the city has to offer -- to sense its energy and vitality, to feel the warmth and hospitality of its people, to see the diversity of attractions and cultures, to taste the wide array of its international and Chinese cuisines, to get the joy and satisfaction from its amazing shopping and to live life to the fullest, all of which will make visitors fall in love with the city.
Inside Times Square Studios -- where "Good Morning America" is broadcast live each day -- the promotional video played on dozens of plasma screens. Guests sampled Hong Kong culinary delights and large displays depicted the attributes of Hong Kong as a must-see destination. Building on the "Live It, Love It" theme, the displays encouraged people to "Feel it, Sense it, Touch it, Hear it. See it" and experience the city in a multitude of other ways.
To continue to build momentum for the campaign rollout, San Francisco is expected to declare September 22 "Hong Kong Tourism Day." The city's famed Union Square will be dedicated to celebrating all aspects of Hong Kong life for two days. Five tour operators will be offering special discount packages to Hong Kong and there will be a special sweepstakes for consumers to win a free trip to Hong Kong. San Francisco is the gateway city with the highest percentage of travel from the U.S. to Hong Kong.
To create "non-stop excitement" for visitors and strengthen Hong Kong's position as the Events Capital of Asia, the Hong Kong Tourism Board will stage a series of mega events from now until next March. In October, HKTB will stage the Hong Kong International Musical Fireworks Competition, the first of its kind in Asia. Following the competition will be the Hong Kong WinterFest from November to early January and the International Chinese New Year Night Parade early next year.
For more information about Hong Kong, visit