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AXN original production “Hong Kong Movie Odyssey”, a two-part series conceptualized jointly with
the Hong Kong Tourism Board (HKTB), took home the “Best Travel & Tourism Campaign Award” at this year’s CASBAA (Cable & Satellite Broadcasting Association of Asia) Pay-TV Advertising Awards hosted on 28 October 2005.
The “Best Travel & Tourism Campaign Award”, one of the awards under the “Most Effective Targeting Categories”, was presented in recognition of its innovative
concept of positioning Hong Kong as the “Hollywood of the East” and communicating this via a TV production as part of HKTB’s travel and tourism campaign.
Mr. David Leung, Regional Director – South & South East Asia, Hong Kong Tourism Board,
said, “As competition heats up among destinations to pull in visitors,
it is no longer sufficient for us to simply use classroom theories of marketing and traditional platforms to reach out to our target audience. Instead of the usual travel
feature program that shows popular sites of Hong Kong, we wanted to showcase Hong Kong in a creative way capitalizing on its entertainment culture and its
long-standing positioning of “Hollywood of the East”. That marked the birth of the ‘Hong Kong Movie Odyssey’ concept that we brainstormed together with
AXN.”
“Hong Kong Movie Odyssey”, a two-part feature program produced by AXN, took viewers to various Hong Kong film locations of blockbuster movies such as Infernal
Affairs, One Night in Mongkok, He’s a Woman She’s a Man, Heroic Duo and Golden Chicken. Showcasing landmarks such as the Giant Buddha, Victoria Peak, Tsing Ma
Bridge and popular districts like Mongkok and Tsim Sha Tsui.
Apart from the colourful and scenic locations, viewers were also presented with an opportunity to learn more about their favourite movie stars. Local movie expert and
program host, Paul Fonoroff interviewed well-known movie stars such as Stephen Chow, Ekin Cheng and Karen Mok to gather their intimate thoughts and feelings
about the places featured in the movies and what they love about Hong Kong.
“We selected AXN as our main media platform because it is well-known to be innovative in its productions, and is also one of the most-watched channels in Asia among
working executives and business travelers. Through the program, we aimed to reach out to these people, to not only look at Hong Kong as a place for business, but
also a place where they can bring their families and loved ones on a leisurely trip,”
added Mr. Leung.
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