| Examination of Estimates of Expenditure 2012-13 |
Reply Serial No.
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CONTROLLING OFFICER’S REPLY TO
INITIAL WRITTEN QUESTION
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CEDB(CIT)028
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Question Serial No.
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1162
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Head :
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152 Government Secretariat:
Commerce and Economic
Development Bureau (Commerce,
Industry and Tourism Branch)
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Subhead (No. & title) :
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Programme :
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(7) Subvention: Hong Kong Tourism Board
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Controlling Officer :
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Permanent Secretary for Commerce and Economic Development
(Commerce, Industry and Tourism)
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Director of Bureau :
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Secretary for Commerce and Economic Development
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Question :
The Hong Kong Tourism Board will strengthen digital marketing and publicity initiatives. Would the Government advise us of the following:
(a) In 2011, what measures were implemented regarding the above publicity initiatives? What were the details, expenditure and staffing involved?
(b) In 2012-13, what measures will be implemented regarding the above publicity initiatives? What will be the details, expenditure and staffing involved?
Asked by : Hon. IP Wai-ming
Reply :
(a) The digital marketing team of the Head Office of the Hong Kong Tourism Board (HKTB) is designated to devise digital marketing strategies and implement the related initiatives. The HKTB’s worldwide offices and representatives will complement the efforts by launching various digital promotions in visitor source markets.
In 2011-12, the HKTB launched a number of digital marketing initiatives, including:
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Capitalising on social media: The HKTB leveraged on social media platforms, such as discussion forums, Facebook and Sina Weibo, to promote Hong Kong in creative ways. For instance, Weibo was used to promote the Hong Kong Halloween Treats to young visitors in the Mainland.
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Enhancing the HKTB’s DiscoverHongKong.com website: The HKTB enriched its official website with more user-generated contents, including photos, videos and articles on Hong Kong by netizens. Also, the HKTB undertook preparations for the launch of a newly designed DiscoverHongKong.com website, such as designing the interface and the content site map, as well as website functions.
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Producing online videos: The HKTB developed creative online videos to increase the effectiveness of promotions. For example, a video on the Cheung Chau Bun Festival was produced and uploaded onto the Internet during Hong Kong Cultural Celebrations, and netizens were encouraged to share and post hyperlinks of videos to maximise the viral and publicity effect.
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Co-operating with travel portals: The HKTB worked with various travel portals, including Ctrip, Mangocity and eLong in the Mainland, as well as Travelocity and Expedia.com in the US, to drive online bookings of Hong Kong tour packages.
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Developing smartphone applications: Using the augmented reality technology, the HKTB developed and introduced the DiscoverHongKong AR and the DiscoverHongKong City Walks applications, giving visitors greater convenience in obtaining different types of travel information on Hong Kong via their smartphones.
The HKTB’s revised estimate for the above digital marketing work in 2011-12 is $20.9 million.
(b) In 2012-13, the HKTB will step up its digital marketing efforts through collaboration with online travel portals to promote Hong Kong tour products. In addition, the HKTB will implement the following initiatives:
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To launch a newly designed DiscoverHongKong.com website: The HKTB’s DiscoverHongKong.com website will take on the theme “Asia’s World City”, with new design and interface, as well as enhanced architecture, so that users can access information even more efficiently. In addition, the HKTB will work closely with online sharing sites to include more user-generated information on Hong Kong, such as photos, videos and articles, on the website. New interactive functions will also be added, such as maps using the positioning system to provide visitors with information on points of interest in their proximity.
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To strengthen promotions on social media platforms: The HKTB will publicise our mega events in different markets using social media platforms such as Facebook, YouTube and Weibo.
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To promote Hong Kong through influential bloggers: The HKTB will invite influential or popular bloggers from different visitor source markets to attend mega events and related activities in Hong Kong, and share their first-hand experience in Hong Kong on their blogs. Also, the HKTB will encourage readers to share these blog entries to increase exposure of Hong Kong in the online world.
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To develop new smartphone applications: Using the augmented reality technology, the HKTB will develop new smartphone applications featuring Hong Kong’s diverse tourism facades, such as its outlying islands. Versions suitable for tablet computers, such as the iPad, will also be launched for the existing smartphone applications.
The HKTB’s proposed budget for the above work in 2012-13 is $25.2 million.
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Signature
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Name in block letters
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Andrew HY WONG
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Post Title
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Permanent Secretary for Commerce and
Economic Development
(Commerce, Industry and Tourism)
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Date
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29.2.2012
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