Hong Kong Wine & Dine Festival – Cheers Hong Kong!
To promote Hong Kong as the wine and dine hub of Asia and reinforce Hong Kong’s position as the ‘Culinary Capital of Asia’ internationally, digital agency Pixo Punch was assigned by Hong Kong Tourism Board to hold a new campaign offering a chance to win a trip to Hong Kong to take part in the festival.
To attract audience from diverse cultures in Southeast Asia, Pixo Punch brought an appealing creative concept named “Cheers Hong Kong” to arouse their feelings. This concept successfully created emotional effect by engaging people with “Enjoy, Taste, Gather, and Have Fun”. Also, simple mechanism ensured a multitude of interactions and powerful word of mouth, people just needed to write a toast to Hong Kong that expresses their desire to enjoy the city’s gourmet attractions, the most convincing one would win a trip for two to the Hong Kong Wine & Dine Festival.
The result showed that fans acquisition and fans engagement on HKTB’s Facebook had been greatly increased and several thousand submissions had been received in the campaign period, through which the HKTB’s engagement program – Be My Guest – had earned deep awareness in addition.