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HKTB intensifies marketing for Indian family and youth segments
Imran Khan, Mumbai, April 10, 2015

A BIGGER budget, more roadshows and a new campaign slogan are being rolled out for the Indian market in the year ahead as Hong Kong Tourism Board (HKTB) seeks to capitalise on its gains from last year.


Anthony Lau, executive director, HKTB, shared that the India market expanded at one of the fastest rates last year, growing 18.7 per cent year-on-year.


“While growth was robust, it was not an easy year as we faced fierce regional competition. But we aim to capitalise on this by increasing our core marketing and promotional budget by 50 per cent compared to last year,” he said.


Hong Kong budgeted HK$9.1 million (US$1.2 million) for marketing in FY2014-2015, working out to HK$13.7 million for FY2015-2015.


The NTO has introduced it My Time for Hong Kong slogan to India, and will launch an extensive media campaign with an emphasis on TV commercials and digital channels including social media.


To highlight Hong Kong’s MICE potential, HKTB is planning roadshows in Mumbai, Kolkata, Delhi and Chennai this August. It will also welcome about 30 travel consultants from India to Hong Kong for a tradeshow in December.


The NTO is also in talks with Indian producers to film two Hindi soap operas in Hong Kong.


Peter Hoslin, regional director Europe and new markets, HKTB, said: “We received 60.1 million international travellers overall, which is 12 per cent growth. Mumbai and Delhi still remain key source cities, but we are also focusing on other cities from which we have direct connectivity like Bengaluru, Chennai, Hyderabad and Kolkata.”

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