Hong Kong Campaign

DESCRIPTION

Hong Kong is a city that pulsates with energy. A former British colony, Hong Kong is where East and West meet to create a truly unique culture. There's also a superb array of attractions, from towering skyscrapers and street bazaars to beaches and verdant parklands. It is a hotspot for people all around the world who are in business, entrepreneurship, entertainment, culinary arts, and leisure. It's a dining capital and home to the world's cheapest Michelin-star meal. Hong Kong attracts chefs and restaurateurs worldwide and boasts the most restaurants per capita in Asia. Hong Kong is hard to beat as a shopping mecca with malls, shops, and markets to fit any budget, from luxury malls to bargain markets. With a landscape as diverse as its population, there's always a supply of things to do in Hong Kong.

APPROACH

Creating a comprehensive city campaign for Hong Kong was very special because my parents are from Hong Kong. The challenge was creating a multi-channel city campaign that effectively captured the city’s image, feel, and essence. Drawing inspiration from personal photos I’ve taken on my visits to Hong Kong and old pictures from my parents, I created a color palette and vibe that represents Hong Kong and its upward bustling city well. This campaign aims to attract more tourism and help people understand the city and all it has to offer.