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COUNTRY: JAPAN Sector: TRAVELHong Kong woos potentialvisitors with dating blogTantalising potential visitors with a whirlwind tour of the city’s hottest datingspots proved an irresistible online strategy for Hong Kong, doubling the targetnumber of visitors to the Hong Kong Tourism Board’s promotional webpage,and seducing Japanese tourists in dramatically increased numbers.Key factsClient:Hong KongTourism Boardmedia agency:All consumerskey channels:MSNThe Briefl Increase the accessibility of Hong Konginformation for potential Japanese visitorsl Provide more practical information on thedestination, with clear reasons to travell Drive consumer engagement with Hong Kongas a destinationl Increase the number of Japanese visitors toHong Kong.The CampaignIn its second year of advertising on MSN, theHong Kong Tourism Board developed a seriesof online events based around blogs fromand about Hong Kong, driving interest in andconsumer engagement with the destination.The Hong Kong LIVE Dating Spot Challenge
Click here to see the creativelisted Hong Kong’s ten best-known trendy andten best-known traditional dating hangoutsand asked users to vote on their favourites. Fourestablished Japanese bloggers, local Hong Kongbloggers and MSN users travelling to HongKong were all invited to share their experiencesand recommendations. A synchronised printcampaign raised awareness of the onlinepromotion through the pages of MagazineHouse titles BOAO and anan.Key Results● The campaign delivered more than double thetarget number of visitors to the Hong KongTourism Board’s promotional site● The number of Japanese visitors to HongKong increased, despite a decline in the overallnumbers of Japanese travelling abroad● Associated bloggers also experienced largeincreases in visitor numbers during the campaign● The campaign resulted in MSN receiving anaward at the 2009 Hong Kong-Japan TourismExchange event.“We are satisfied with Microsoft Advertising’s solution thatprovides information of what tourists are looking for and a newway of sharing information using blogs.”MS. KAORI FUKANO, Marketing Executive, Hong Kong Tourism Board
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You dream it. We deliver it.Welcome
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ContentsintroductionautomotiveFord
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IntroductionIn previous years we ta
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COUNTRY: DENMARK Sector: AUTOMOTIVE
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COUNTRY: SPAIN Sector: AUTOMOTIVEOn
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COUNTRY: UK Sector: AUTOMOTIVEBehav
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COUNTRY: JAPAN Sector: AUTOMOTIVETo
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2RETAILToday’s retailers continue
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