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? The key is to showcase the unique personality and experiences of Hong Kong, to stand out from the world, building anticipation and excitement especially to Gen Z on social.

In the campaign, we have tried to reinvent Hong Kong’s image, moving from traditional approach to a youth-centric approach. 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 Gen Z on social.

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 that would also appeal to global Gen Z travellers. The content is not only engaging and impactful, but more importantly showcasing the stylish and chic side of Hong Kong. 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.

Furthermore, we decided to let local creatives speak for us and invited three up-and-coming local Gen Z pop artists (Gareth T., MC Cheung, Moon Tang) to share their own perspective of Hong Kong, as well as their inspirations, favourite experiences and spots in the social video partnered with HYPEBEAST.

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 on social.