旅发局在全球的推广工作.PDFVIP

HKTB Around the World 旅發局在全球的推廣工作 HKTB Around the World 旅發局在全球的推廣工作 ong Kong saw steady growth in visitor arrivals 006 Hfrom the world’s major markets during 2006, 2 2006 reflecting the cumulative success of the 2006 Discover Hong Kong Year (DHKY) campaign and its emphasis on Hong Kong’s diversified appeal, particularly for high potential segments such as family and business visitors. In order to create global interest in Discover Hong Kong Year, HKTB has launched an array of marketing initiatives, including a worldwide advertising campaign that was rolled out in two phases from March 2006 3 CNN Discov e ry Netw o rks 2006 onwards using CNN, Discovery Networks International and Inte rnat io na l National Geographic Channel. Through vignettes, advertising and on-line presence, the campaign reached more than 60% of the target segments in short haul. In addition, the HKTB partnered with regional cable TV channel AXN in an innovative venture showcasing the excitement, action and adventure AX N offered to visitors by Hong Kong. Screened for six weeks from mid- 2006 9 September 2006 across 20 countries in Asia, the series of videos featured 20 the Hong Kong impressions of three leading movie directors from South Korea, India and Thailand. Report of various maketi