Capturing Gen Z Attention: Hong Kong Tourism’s Branded Content Strategy
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Reimagining Hong Kong for a New Generation of Travelers
Once a global tourism powerhouse, Hong Kong faces the challenge of enticing a new wave of explorers in a post-pandemic world. To stand out and reignite excitement, especially among Gen Z, the Hong Kong Tourism Board (HKTB) implemented a unique branded content strategy.
Understanding the Shift
Recognizing Gen Z's growing influence on travel trends, the HKTB shifted its focus from traditional marketing to a youth-centric approach. This strategic move aimed to resonate with Gen Z's values and preferences, ensuring the city remains relevant and appealing to this emerging demographic.
Speaking the Language of Gen Z
Partnering with the award-winning creative agency Design Army, the HKTB crafted content that spoke directly to Gen Z. They leveraged popular platforms like 9GAG, i-D, and HYPEBEAST, known for their influence among young audiences, to deliver engaging and "in-the-know" content that wasn't overtly branded.
Local Voices, Authentic Stories
Instead of just focusing on trendy hotspots, the campaign delved into the city's rich tapestry. The HKTB partnered with HYPEBEAST to feature social videos starring three of Hong Kong's rising stars: Gen Z pop artists Gareth T., MC Cheung, and Moon Tang. These young voices shared their perspectives on the city, highlighting hidden gems and favorite experiences, creating a sense of authenticity and connection with the target audience.
A Resounding Success
The HKTB's branded content campaign garnered widespread attention, successfully reaching its target audience and generating positive buzz. This innovative approach demonstrates the power of understanding your audience and tailoring your message accordingly. By speaking the language of Gen Z and leveraging the influence of local talent, the HKTB effectively captured the attention of this new generation of travelers.
Credits
Entry Title: Hong Kong – Through the Lens of GenZ
Entrant Company: Hong Kong Tourism Board
Winning Category: Branded Content - Age-Group Marketing - Youth (NEW)
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