Holiday at Home: Hong Kong Tourism Board
Media associated with this campaign
Overview of this campaign
As with most of the world, Hong Kong over the past year had gone through some very tough times with the COVID-19 pandemic. With social distancing in place, many activities had to be put on hold so that the city could fight the virus together. But in a city full of people keen to explore the world, there was almost no way to appease their yearning to travel. With this in mind, the Hong Kong Tourism Board wanted to encourage Hongkongers to be a tourist in their own city and rediscover the beauty of Hong Kong with a new perspective.
The objectives of the project were to:
boost tourism at home by riding on Hong Kong’s unique experiences, hidden treasures, and themed walking routes that most Hong Kong people may be unaware of;
restore consumer confidence, enhancing their bonds with the city; and
encourage locals and in-town visitors going out to rediscover Hong Kong and be a tourist in their own city
The aim was to produce an inspiring set of stories in multiple media formats, highlighting the areas that make Hong Kong one of the greatest cities in the world: the Scenic Harbour, the Lively Culture, the Wellness Retreat, the Endless Entertainment, the Gastro Fantasies, and its Shopping Fiesta offering countless shopping options.
Results for this campaign
Each episode of the series, published and hosted on SCMP.com, was promoted on SCMP’s on- and off-platform media channels.
On SCMP’s desktop, mobile web, and mobile app platforms, targeted promotional ad banners drove readers to the series, in addition to native entry points on the home page and relevant news index pages for each published story. Additional points of entry were provided through artificial intelligence-powered recommendations across the site, based on user interests and behaviour.
On the SCMP Lifestyle Facebook page, each story in the six-part series was promoted via a link post, driving readers directly to the respective article on SCMP.com. The main SCMP News page, with over 4 million followers, was also employed, with a single carousel post highlighting the six stories with links back to SCMP.com.
Instagram posts on the SCMP Lifestyle channel were also used to tease the six personality-led stories in the series.
As a whole, the Holiday at Home campaign was promoted throughout Hong Kong media — in print, digital, social media, and out of home — and led to the Hong Kong Tourism Board’s Holidayhk.com website, which includes content produced by Morning Studio.
On SCMP.com, there were six stories published, one under each category. Cumulatively, the stories garnered over 416,000 pageviews, with average time on page across the series stories at 2 minutes and 41 seconds.
On social media, the story posts reached over 558,000, achieved over 786,000 impressions, and resulted in over 76,000 engagements.
Video-led Article Series: https://www.scmp.com/topics/holiday-home