News Digital Media brought the experience of Hong Kong to life in an in-depth feature housed on news.com.au/travel. This allowed HKTB to associate them with rich editorial content and engage and inspire their target market to visit the destination.

An interactive game was also developed as a tool to bring the destination to life, and demonstrate the depth and breadth of the experiences that Hong Kong has to offer. It featured images and information on each of the hot spots around the city, and prompted users to answer questions on each. The competition had a call to action for users to learn about the destination, and helped populate HKTB’s database for future use.

We also utilised News Limited’s print publications, each title was chosen to target the key demographics that HKTB wished to reach, as well as creating synergy between the key experiences of Hong Kong and the content of the editorial.