2024 Hong Kong Halloween

Background & Challenge: While Hong Kong remains a popular travel destination, it faces the challenge of being perceived as lacking innovation and excitement, particularly as people today increasingly seek novelty. Many of its iconic landmarks, like ice cream truck, Space Museum, and ‘Ding Ding’ tram, though continue to hold iconic status, have somehow integrated into daily life while their original charm and novelty are being overlooked. 
The Hong Kong Tourism Board, responsible for promoting Hong Kong as a desirable destination with a unique cultural blend, recognized the need of travel refreshment to reimagine traditional experiences. Our goal was to leverage the widespread celebration of Halloween to rejuvenate these classic experiences to create a uniquely HK Halloween experience unlike any other, ultimately driving consideration for future travel.
 
Idea & execution: Introducing ‘Halloweenized Hong Kong’ - a citywide festive makeover that brings the city’s iconic landmarks back to the spotlight through spooky spin. Instead of simply importing the holiday, we introduced a creative fusion of local and international cultures, transforming the whole city into a vibrant celebration hub.
Our campaign transcended traditional OOH advertising by creating a citywide Halloween makeover, tailoring unique designs for iconic landmarks. We strategically selected the city’s most representative landmarks and brought spooky spin for each, reigniting the public’s curiosity and drawing them back to the spotlight. MTR stations became portal to a spooky world, a ghostly tram spread Halloween cheer, and even the ice cream truck put on a pumpkin costume. The first-ever 3D projection mapping on Hong Kong Space Museum took the party to spectacular new heights, with its façade transformed into a mischievous ghost.
 
Impact: The success of the ‘Halloweenized Hong Kong’ was evident in the large, enthusiastic crowds and verbatim it attracted. The campaign reached over 23 million people (+64% vs. 2023) and generating 70,000 engagements (+55%). KOL collaborations added 3.3 million reach and 435,000 engagements. We also ignited the passion of visiting HK, with October 2024 seeing 4,090,054 visitors (+19% vs. 2023). The campaign has received positive media coverage, generating 240 clippings worth HK$8,244,551, highlighting Hong Kong's landmarks.