Project Overview
Asia Pacific has long been the fastest growing region in the world for travel and tourism, and Hong Kong sits in the heart of it all with all the success ingredients for business events, from connectivity to world-class venues and services, all contribute to the city’s success.
The key objective of the brand campaign was to reinforce Hong Kong’s brand attributes as a premier MICE hub in the Asia Pacific and the World’s Meeting Place, as well as an unmatched bridge connecting the world with opportunities in the Greater Bay Area, and vice versa.
Market Challenge:
Fierce regional competition – Destinations across Asia-Pacific region were ramping up their MICE tourism efforts to recapture the lucrative MICE segment that are constantly seeking for global expansion and growth.
Perception – Hong Kong, the world’s meeting place, faced the challenge of overcoming the perception of being a mature city with limited growth opportunities the city has to offer.
Untapped opportunities and excitements – Hong Kong’s new infrastructures and its high professional standing across industry sectors, couple with the Hong Kong’s position as a central hub of the Greater Bay Area, gave Hong Kong an increasingly powerful edge.
Organisation
Project Brief
“MeetHK · MeetGBA” Campaign Explores Greater Growth Potential For Business Events.
“MeetHK · MeetGBA” Campaign under the umbrella brand theme of “Hong Kong. Where You Can Achieve More”, is developed to highlight Hong Kong’s position as the world’s meeting place that offers a unique value proposition of being the super-connector bridging Mainland China and the world for global business events.
Thus, the city also has a competitive edge as the GBA’s MICE hub, with unrivalled seamless cross-border infrastructure and connectivity, ensuring visitors can reach 65% of the GBA population in around an hour by road, rail, sea and air. By hosting meetings in Hong Kong, organisers can tap into the boundless potential in the GBA and beyond.
The campaign logo “connector” ribbon depicts “two-way connection” of Hong Kong as GBA’s MICE hub, it highlights, staging international MICE events in Hong Kong to capture business opportunities arising from the GBA, while help mainland MICE events to go global by leveraging Hong Kong as a springboard to connect with the international market.
Unique advantages for hosting business events in Hong Kong: (1) grow event attendance; (2) attract sponsorships; (3) capture business opportunities; (4) create exciting experiences.
Project Innovation/Need
Our campaign design strategy was to:
(1) Create a campaign name that attracts: MeetHK MeetGBA – A name that speaks for itself, conveying the two-way proposition of Hong Kong;
(2) Create a logo that illustrates: – Hong Kong’s super-connector role that bridges the world and mainland, offering connections like never before;
(3) Curate content that inspires: - Create an in-depth industry intelligence story to highlight the city’s professional standing across industries;
(4) Tools that differentiate: from segment and market-specific videos to in-depth industry stories, the communication is simply to highlight Hong Kong’s unique edges.
Using a segment and market-specific approach to address the audience’s needs. “Hong Kong. Where You Can Achieve More” campaign is the umbrella to highlight Hong Kong’s advantages to help events achieve greater success. Under the umbrella, "MeetHK MeetGBA were deployed to tackle what’s important to convention planners, seeking growth opportunities, be it event size or global expansion plan with more regional chapters beyond home base or flagship events.
Design Challenge
The primary design challenge for the "Meet HK · Meet GBA" publication was balancing visually striking graphics with the need to convey complex information effectively. Understanding the market's needs was crucial, as the publication needed to resonate with diverse stakeholders, including international event organisers and local businesses.
Also, we need one brand element to highlight Hong Kong’s “super-connector” role. So, the “ribbon” that depicts “connection” creates synergy for a strong storytelling across logo, industry intelligence flyers and website to establish Hong Kong as a super connector.
For a convincing B2B storytelling, an infographic is used to illustrate B2B selling backed by solid data. There is also industry-specific intelligence for insights and testimonials for Industry leaders as advocates.
Timing was also essential; with the MICE sector rebounding, Hong Kong has been a popular destination for a number of world-class conventions across various sectors, so the GBA campaign can further effectively showcase Hong Kong’s advantages across industries to achieve even more event wins.
On top, a precise and meticulous communication approach was adopted in industry intelligence stories so that Hong Kong’s professional standing across various sectors was highlighted. Striking the right balance between compelling visuals and informative text was vital to ensure the publication not only informed but also inspired action.
Ultimately, we pushed our creative boundaries, resulting in a publication that effectively captures Hong Kong’s strengths as a premier MICE hub, engaging our target audience and encouraging them to explore the growth potential of hosting events in the city.
Future Impact
“MeetHK · MeetGBA” Campaign Explores Greater Growth Potential For Business Events. Our effective marketing communication includes:
Market-specific video addressing needs
(1)“Meet HK. Meet GBA.” video, which was created for international convention and exhibition organisers to capture more GBA opportunities in Hong Kong.
(2) “会一会香港 • 会一会世界” video, which is developed for Mainland convention organisers to connect more with regional and global audiences and corporations.
Communication strategy – Industry Intelligence story to highlight Hong Kong's professional standing & GBA opportunities
- Financial Services: Gateway to the Future of Global Finance
- Innovation and technology: A Game-changing I&T Hub Where Events Accelerate
- Insurance: A Global Insurance Hub that Insures Event Success
- Aviation: Where Aviation Events Take Off
- Medical Science: Where Medical Conventions Get the DNA for Growth
Impressive results that speak for themselves
The arrival performance speaks for itself. The overnight MICE visitor arrivals in 2024 have seen a promising recovery of 1.42 million, 72% compared to the pre-pandemic record high in 2018.
So far, HKTB has facilitated 77 international conventions to be held in Hong Kong between 2025 and 2027. These include events in innovative technology, aviation, medical sciences and more, each is hosted to push forward the industry advancement of the region and the world.
Sample events: IEEE Electron Devices Technology and Manufacturing Conference, International Society for Stem Cell Research (ISSCR) Annual Meeting, Routes World, World Cancer Congress
Service - Government
This award celebrates creative and innovative solution design for the successful delivery and provision of services. Consideration given to system integration, user experience, product design
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