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Hong Kong Tourism Board

Greater and more creative marketing push to 2010 Hong Kong Winterfest

Hong Kong‘s Christmas and New Year celebrations are among the most exciting and romantic in Asia. To attract visitors to the city during the festive winter season, the Hong Kong Tourism Board (HKTB) is staging the Hong Kong WinterFest programme between 29 November2010 and 2 January 2011. The HKTB is not only allocating more resources for publicity in the source markets, but also using creative promotions to showcase the city’s myriads of festive lights and colourful displays, as well as its high-spirited fusion of celebrations.

HKTB Chairman Mr James Tien said: “This year, we have registered remarkable growth in our city’s tourism. Our provisional figures show that in the first 10 months of the year, our visitor arrivals already exceeded 29 million, almost surpassing the record total for 2009 with two months to spare. To sustain the growth momentum, we have allocated close to HK$24 million for our winter promotions in the source markets, at least 20% more than last year. Out of this amount, 80%will be spent on the Mainland and other short-haul markets. We are hopeful that the total yearly arrivals will reach a new high.”

This is the ninth consecutive year the HKTB is organising Hong Kong WinterFest. For the first time, the HKTB is using a short animated film to highlight the vibrant celebratory programmes across different districts and the major attractions. The 3-minute animated film is based on the local film Mr and Mrs Incredible produced by famous director Mr Peter Chan, and is created by Miss Prudence Mak, local designer and founder of the Chocolate Rain design. The romantic comedy featured Mr and Mrs Incredible touring Hong Kong, as they soaked in the panoramic views and dazzling lights of the city, danced in the snowy theme parks and shopped in the elaborately decorated malls. Mr Louis Koo and Ms Sandra Ng, who are starring as Mr and Mrs Incredible, have provided the voiceover for the animation.

The HKTB will upload the animated film onto the Hong Kong WinterFest mini-site and other popular websites, so that global travellers can enjoy the film. To further maximise the viral effect, the HKTB is also making available greeting cards featuring Mr and Mrs Incredible on itsDiscoverHongKong.com website. Local residents and visitors are encouraged to create their own personal greetings cards and send these to their friends via social media platforms.

Hong Kong has long been famous for its visual treats during the Christmas and New Year season, when the city glistens with brightly illuminated displays on both sides of Victoria Harbour. As the festive season approaches, major attractions, shopping centres and dining districts roll out all kinds of special promotions and programmes, conjuring up a festive atmosphere in the city. This year, the focal point will once again be the Christmas tree, with several of these designed in different themes and with different materials erected in various parts of Hong Kong, which are set to become the subjects of visitors and residents’ photographs. As a finale of the celebrations, the HKTB will stage the world-famous New Year Countdown Celebrations, bringing the year to a spectacular close.

The HKTB is already working with travel trade in Mainland China and various overseas markets to launch Christmas-themed packages. To achieve publicity, the HKTB will also invite media from various source markets to come and experience the festive atmosphere in Hong Kong. The HKTB hopes that the coverage will encourage even more travellers to spend their winter holidays in the city.

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Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

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