HKTB launches 2006 Discover Hong Kong Year at Harrods in London

The Hong Kong Tourism Board (HKTB) is to celebrate the United Kingdom launch of 2006 Discover Hong Kong Year Friday (4 November) with a glittering ceremony at the world-famous department store, Harrods in Knightsbridge. Officiating at the launch will be Hong Kong’s Chief Executive, The Hon Donald Tsang, and HKTB Chairman, The Hon Mrs Selina Chow, as well as the Lord Mayor of Westminster, Councillor Tim Joiner and Harrods Chairman, Mr Mohamed Al Fayed. Together they will perform the switch-on ceremony of Harrods’ famous festive lighting.

The launch is part of the HKTB’s global promotions for the 2006 Discover Hong Kong Year campaign, which is being rolled out in various long-haul markets, using a combination of proven and new channels. By leveraging on the glittering Christmas lights and themed window displays at Harrods, the HKTB aims to convey Hong Kong’s multi-dimensional attractions, including its iconic Victoria Harbour and magnificent skyline, which provide a spectacular backdrop for the light-and-sound show, A Symphony of Lights.

Harrods is known globally for its amazing shopping, superb quality service, glamour, diversity and sophistication and these core values, along with the company’s customer base, makes the store a perfect partner for the HKTB in promoting Hong Kong to high-spending customers in the UK.

To disseminate the messages of 2006 Discover Hong Kong Year among customers, the HKTB is also employing several of Harrods’ own communication channels for its promotions from mid-October to end November. These include advertisement in the Harrods Christmas catalogue and the company’s customer magazine; a reception and presentation within Harrods for senior representatives of the travel trade; and an in-store lucky draw with a trip to Hong Kong as the prize.

The collaboration between the HKTB and Harrods began this summer, when joint promotions for the 2005 Hong Kong Shopping Festival successfully drew long-haul travellers to Hong Kong during the traditionally non-peak summer season. During the Festival period, arrivals from the UK increased by 10% over the same period in 2004.

The UK is an important source market for Hong Kong and the largest in Europe. For the first nine months of 2005, visitor arrivals from the UK increased by close to 15% and are forecast to reach a yearly record of almost 500,000. Last year, the UK was among the top five markets in terms of overnight visitors’ spending.

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