Letters | Why the ‘Hello Hong Kong’ tourism campaign falls short

Readers discuss Hong Kong’s new campaign to attract tourists to the city, and how the initiative could dovetail with the city’s mask mandate

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A screen grab of a “Hello Hong Kong” campaign video featuring actor and singer Aaron Kwok. Photo: Handout

Published: 2:30pm, 7 Feb 2023

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On a recent trip to Hong Kong, my home for three years in the 2000s, I witnessed the launch of the new “Hello Hong Kong” campaign.

Unfortunately, as a brand consultant, I feel it will fall short of delivering tourists to one of my favourite cities.

The main films feel like travelling back in time to how the advertising world would present the city 20 years ago: mostly well executed, with nice images but often with little content, ideas or creativity.

Branding and communication should start with the mind of the target group, addressing any preconceived ideas they may have about the product or service.

So instead of showing unique places and landscapes, the “Hello Hong Kong” campaign should be positioned as “every Hongkonger welcomes you”, featuring real people in their authentic environments – from the fishmonger to the expat businessman, from the Cathay Pacific flight attendant to the young activist – who would express the sentiment that, despite everything, Hong Kong is still home.