360 degree campaign titled Chetan’s Affair with Hong Kong – Asia’s World City launched.
BestMediaInfo Bureau | Delhi | August 30, 2011
HKTB Regional Director-South & Southeast Asia, David Leung announced an innovative marketing association with award-winning Indian novelist, Chetan Bhagat, to create a 360 degree campaign to showcase Hong Kong’s appeal as Asia’s World City with highlights on its vibrant, cosmopolitan setting, its unique fusion of East and West, as well as great diversity of attractions, in “Chetan’s Affair with Hong Kong – Asia’s World City”.
An integrated marketing campaign spread across TV, print and digital mediums, it will showcase highlights of ‘Hong Kong – Asia’s World City’ through a first-hand experience of Chetan Bhagat, who was featured in Time Magazine’s List of 100 Most Influential People in the World. He has worked as an investment banker and lived in Hong Kong for eleven years before moving to Mumbai. His first three novels were written during his tenure as an investment banker in Hong Kong.
Anchored by Chetan Bhagat, the campaign will kickstart with an exciting half-hour programme on Zoom TV where he takes viewers around Hong Kong re-visiting and showcasing his favourite spots during his stay and also discovering new attractions in the city. The highlights of Bhagat’s trip to Hong Kong included visits to Sky 100, Ocean Park Hong Kong, NP360, Po Lin Monastery, Wisdom Path, Lamma Island, Victoria Peak & Madame Tussauds Wax Museum, Discovery Bay. This will be tied in with advertorials in print and online promotions.
HKTB Regional Director-South & Southeast Asia, David Leung said: “We aim to connect with our local Indian consumers even more, by working with a local Indian personality with strong India-Hong Kong link. Through the ‘personal touch’ and first hand experience of Chetan Bhagat and his connection with Hong Kong, Indian viewers will be able to relate and appreciate Hong Kong through his eyes.”
Speaking on the association, Chetan Bhagat added, "Hong Kong is very inspiring for me as a writer. It was real fun to relive some great moments in this dynamic city offering both traditional Chinese culture and spectacular colonial heritage. We have been able to capture diverse moods and melodies of Hong Kong - Asia's World City through these two episodes in Zoom TV, spanning through the slick and smart cosmopolitan side of Hong Kong with its tightly packed sidewalks and tall skyscrapers, steam-filled cafes, street markets and exciting nightlife besides its scenic natural beauty at the outlying islands and beaches.”
With such exciting content in the dedicated programme and a special host, “Chetan’s Affair with Hong Kong-Asia’s World City” will certainly set to dazzle the Indian audience with its showcase of the cosmopolitan allure of the city, it diverse attractions that can cater to the families and the young and its blend of cultures and traditions that will offer the visitors an exceptional, world-class experience.