Hong Kong – Through the lens of GenZ

Hong Kong was once one of world’s most popular and most visited destinations. How do we restore Hong Kong's image in a post-pandemic world when it is anticipated that global tourism would gradually recover? With Gen Z coming of age, they are expected to gradually take up a bigger proportion of the global traveller demographic, it was essential that the new image we build for Hong Kong as a destination would speak to, and be relevant to them.

Our communications aimed to showcase the unique personality and experiences of Hong Kong, building anticipation and excitement especially to Gen Z.

To present a new generation image of Hong Kong that appeals to Gen Z and speaks in their language, we partnered with the award- winning creative agency headquartered in U.S. – Design Army to create a Hong Kong image. Our core experiences (Shopping, Dining, Art, Attractions, Culture, Great Outdoors, Entertainment, Sports, Festivals and Nightlife) remain the same, but the way Gen Z engage with or experience them is creative, unconventional and unexpected. A shocking pink color scheme was strategically chosen to stand out from the sea of sameness especially in target-specific social media take overs and different online features, which also demonstrates the energetic and vibrant side of Hong Kong to Gen Z.

We even created social buzz across top-notch platforms with partners –Voyaged / 9GAG, i-D and HYPEBEAST. to gain exposure and reach to young segments with unbranded and contextual topics with our stunning content. These platforms have great influences in young segment and the results have been triumphant.

To conclude, the campaign has raised so much attention from worldwide and was a huge success in achieving its goal of reaching the youngsters and promoting Hong Kong in a unique and attractive approach.