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The Hong Kong Tourism Board
will stage the Hong Kong WinterFest between 30 November 2007 and 1 January 2008. This year, the HKTB
is adopting a brand new strategy for the mega event.
By promoting an
array of celebratory activities in Tsim Sha Tsui, Causeway Bay and Central in collaboration with
travel trade partners, the HKTB aims to turn these districts into the city’s focal points of festivities, and
attract visitors to come and experience the distinctive flavour of Hong Kong’s winter celebrations. The HKTB will also enhance its overseas
promotions so as to strengthen Hong Kong’s position as a leading
destination for Christmas and New Year celebrations.
HKTB Executive Director Anthony Lau said, “Over the years, our
travel trade partners have extended tremendous support to the Hong Kong WinterFest promotion. The range of celebratory activities they staged during the winter season were instrumental in creating the lively and
festive atmosphere in our city, making Hong Kong a popular destination for Christmas and New Year celebrations for travellers from the
Mainland and other short-haul markets.”
“This year, we’re adopting a brand new strategy to promote Hong Kong’s festive winter celebrations to visitors,” Mr Lau continued. “By
promoting the diverse range of colourful activities in major tourist districts, we aim to enhance visitors’ experiences and widen the focus of
celebrations. We hope that visitors will not only return to Hong Kong for further visits, but also recommend our city to their families and
friends for their seasonal holidays.”
To tie in with the celebrations in Tsim Sha Tsui, Causeway Bay and Central, the HKTB will establish an “Avenue of Stars Wishing Trail”
along the Tsim Sha Tsui waterfront, and arrange an open-top Hong Kong WinterFest bus to run between the festive points of Central and
Causeway Bay, with performances by local performing groups on the bus. In addition, from Friday to Sunday, there will be street
performances by local and renowned international artists, whose performances are set to thrill the spectators. Visitors can also join the new
Hong Kong WinterFest night tour, which will bring visitors to the festive districts, and enable them to get a
close-up view of the Christmas and New Year lights.
As for overseas promotions, the HKTB will
step up its promotional effort for the mega event in different markets. For the first time
invited famous Canto-pop stars Twins will endorse the Hong Kong WinterFest. The duo, who are immensely popular in Mainland China and
other short-haul markets, will appear in promotional advertisements.
The HKTB will enhance the advertising promotions in the short-haul markets and
work with local travel trade partners to market themed tour
packages. For the Mainland market, the HKTB has joined forces with China UnionPay
to launch an instant win campaign and is
working with a local media partner to produce a “Hong Kong WinterFest” guidebook for visitors. As for the Southeast Asian market,
the HKTB will leverage on local school holidays and launch Hong Kong WinterFest related promotions for family
travellers.
As in previous years, the HKTB will set up a dedicated website for the Hong Kong WinterFest celebrations, which will feature activities in key
districts and special offers, including special three-day-two-night hotel accommodation packages and a host of shopping and dining offers,
during the event period. Throughout the WinterFest period, the HKTB will also enhance the meet-and-greet service at major entry points.
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