Heritage Tourism Brands: Restoring confidence and excitement for Hong Kong as a tourism destination through storytelling

Heritage Tourism Brands
Challenges

Positioning Hong Kong as a tourism destination

Hong Kong-based heritage brands including Harilela Hotels, The Langham Hotels & Resorts, Mandarin Oriental Hotel Group, The Peninsula Hotels, Shangri-La Hotels & Resorts, Swire Hotels, and Wharf Hotels, came together to form an alliance called Heritage Tourism Brands (HTB) with one key aim: to restore confidence and excitement for the vibrancy and stability of the city as a tourism destination for local and international travellers.

Sinclair was appointed to drive thought leadership and explore speaking opportunities for HTB spokespersons, and assist in various campaigns, in order to demonstrate that Hong Kong remains one of the world’s most iconic tourism destinations.

Approach

Strategy Built an array of narratives and storylines focused on confidence and excitement restoration after social unrest in the city and the COVID-19 pandemic.

Storytelling Used key proof points across the brands as well as key spokespersons to tell the Brand Hong Kong story to the local and international audience. Underpinning each narrative was that Hong Kong hospitality is safe and ready to welcome visitors.

Thought Leadership Secured interviews and forum speaking opportunities with Heritage Tourism Brands spokespersons so that they could  share insights about the local hospitality scene in the hard times; as well as how they restored confidence and excitement for visitors.

Campaign Created a campaign that showcased what Hongkongers love and can relate to at any time of the year and under any circumstance:  food.

Video Developed a video series featuring signature dishes by each hotel brand so that this could be shared across all channels of internal and external communications to generate excitement and conversation in market.

Outcomes
5
media interviews secured for HTB spokesperson
16
feature stories across top media in the APAC region
+5 million
reached through print, broadcast, online and social media channels
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