Discover Hong Kong
360 HK Moments
During a period of closed borders and restricted international travel, we partnered with Hong Kong Tourism Board to keep the destination front of mind through 360 HK Moments — an immersive, content-led campaign designed to maintain positive awareness and emotional connection with UK travellers. By combining multi-sensory storytelling with iconic cultural moments, media partnerships and influencer collaborations, we brought Hong Kong to life digitally, sustaining destination desire until travel could resume.
Challenge
With borders closed and travel paused, Hong Kong faced a prolonged absence from consideration - compounded by stricter restrictions than many competitor destinations. Working with a limited budget, the challenge was to keep Hong Kong top-of-mind in a positive way, engaging audiences without traditional travel drivers, while standing out in an increasingly crowded digital content landscape.
Insight
Even when people can’t travel, they still crave escapism and sensory experiences. Immersive content -particularly when anchored in culture, music, food and iconic moments — can create powerful emotional connections and memorability. By leaning into Hong Kong’s lesser-known outdoor, wellness and creative sides, we could reposition the city as green, open and experiential, while using sound, visuals and storytelling to replicate the feeling of being there.
Solution
We launched 360 HK Moments: a multi-platform content ecosystem built around iconic events, immersive formats and high-profile partnerships.
The campaign featured live-streamed New Year celebrations over Victoria Harbour, arts collaborations with Paperboyo and Timmy Lo, ITV’s This Morning broadcast from the Star Ferry, and a series of ASMR videos showcasing Hong Kong’s neighbourhoods and outdoor escapes. Celebrity chefs and food influencers brought Hong Kong’s culinary scene to life through virtual Wine & Dine experiences, while Chinese New Year activations highlighted cultural traditions.
A bespoke interactive quiz - Discover Your Hong Kong - connected traveller passion points with destination content, building salience while capturing valuable first-party data. Activity was amplified through paid and earned media, influencers, broadcasters and Hong Kong “Super-Fans”, delivering a highly immersive campaign that maximised impact through shared content and strategic partnerships.