HK launches global advertising campaign

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Last updated at: (Beijing Time) Tuesday, September 16, 2003

HK launches global advertising campaign

Visitors and local residents Monday night witnessed the Hong Kong premiere of a new television commercial starring Hong Kong Tourism Ambassador Jackie Chan.

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Visitors and local residents Monday night witnessed the Hong Kong premiere of a new television commercial starring Hong Kong Tourism Ambassador Jackie Chan.

The television commercial is part of the Hong Kong Tourism Board (HKTB)'s new global advertising campaign entitled "Hong Kong- Live it, Love it!" that showcases the city's diversified, exciting and multi-dimensional experiences.

Featuring television, radio, print, on-line and outdoor advertising worldwide, the campaign is designed for sustaining the tourism revival momentum, thereby strengthening Hong Kong's position as one of the world's most popular destinations.

"Live it" is an invitation to visitors to experience Hong Kong to the fullest and "Love it" means that visitors will fall in love with the destination, as so many of them do.

HKTB Chairwoman Selina Chow said the after 12 weeks of consolidated efforts by the government, tourism industry has staged a recovery that surpassed the most optimistic expectations. ��

She said 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 the positive year-on-year growth of about 9.6 percent.

Chow said "we are very delighted with both the customer and trade response to the first phase of our global tourism revival campaign -- the Hong Kong Welcomes You! promotion - which has helped lure back early arrivals with irresistible travel offers, special attractions and privileges."

To ensure that recovery can be sustained and to reinforce Hong Kong's long-term image as one of the most preferred Asian destinations, Hong Kong is now launching the new global advertising campaign building on the marketing theme: Hong Kong --Live it, Love it!

With the launch of the campaign, HKTB moves into the second phase of its Global Tourism Revival Campaign that aims at achieving a sustained revival by creating non-stop excitement for visitors and providing a solid platform for the travel trade to package and promote Hong Kong.

Following the premiere Monday night, HKTB will roll out the campaign worldwide, spearheaded by visits to New York and San Francisco in the United States by Chief Secretary Donald Tsang and HKTB Chairwoman.

Over the coming weeks, the HKTB will screen the commercial in various key source markets including the United States, UK, Australia, Canada, Chinese mainland, India, Malaysia, Thailand and some other countries and regions.

Jackie Chen hosts 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, tosee the diversity of its attractions and cultures and to taste thewide array of international and Chinese cuisines.

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