Hong Kong Tourism Board (HKTB) has launched ‘Only in Hong Kong’, a new global brand refresh campaign to redefine how the city is experienced.
The new branding shifts the focus from knowing Hong Kong to feeling Hong Kong, as the destination leaves a unique imprint on visitors through the city’s unmistakable mix of variety, vibrancy, contrast and world-class experiences.
“We want to see this upward trend in ANZ visitation continue, and ‘Only in Hong Kong’ supports how we invite Aussies and Kiwis to experience the destination. Across Australia and New Zealand, we will be rolling out targeted media partnerships, high-impact consumer campaigns, and strong trade collaborations that bring our four defining qualities, Variety, Vibrancy, Contrast, and World-class, to life. By joining hands with our industry partners, we aim to turn this campaign energy into increased arrivals and cement Hong Kong’s standing as Asia’s World City,” said HKTB director for ANZ and South Pacific Karen Macmillan.
The spot invites visitors to feel the city. By capturing the destination’s sights, sounds, and flavours, ‘Only in Hong Kong’ reveals the true soul of the city, transforming everyday moments into lifelong memories.
It showcases a global destination defined by its contrasts. From bustling city energy to secluded natural escapes, local neighbourhoods, mahjong and hidden beaches, the campaign reveals a multi-dimensional and authentic Hong Kong.
At the heart of the campaign is a distinctive visual identity. The ‘Only in Hong Kong’ logo fuses the glow of Hong Kong’s neon street signs with the imprint of a traditional Chinese signature seal.
The campaign will be rolled out in phases, starting with digital and social media platforms. It will then be followed by a broader mix of global and regional TV, localised media channels and outdoor, across a total of 20 source markets.
HKTB will also invite international influencers and media to experience the city first hand.
