HKTA & NATIONAL GEOGRAPHIC IN GLOBAL MARKETING ALLIANCE

- Providing a unique window on a City of Life -


The Hong Kong Tourist Association (HKTA) and the National Geographic today (31 August 2000) announced a global marketing alliance – a first-time partnership of its kind between a national tourism office and a worldwide multi-media organisation.

This alliance is a result of HKTA’s far-reaching tourism marketing strategy to encourage visitors to choose Destination Hong Kong for the ultimate travel experience.

HKTA General Manager – Marketing Communications, Mr Tony Tse said that the HKTA’s alliance with National Geographic confirms its continuing commitment to presenting Hong Kong as a dynamic destination to the world. “Renowned globally as a leader for showcasing the world, National Geographic is the perfect media partner for the HKTA. Furthermore, this integrated partnership has given us the opportunity to showcase Hong Kong through the eyes of some of the world’s leading lensmasters.”

"We will be utilising the print, television and Internet arms of National Geographic starting in October 2000,” he added. On the print side the HKTA will be using both the English and local language editions of National Geographic magazine globally and National Geographic’s award-winning “Traveller” magazine in North America. Interactive elements include a range of components utilising the Internet.

A unique component of the partnership is the National Geographic Channel- produced special programming for the HKTA; this will be running in conjunction with the HKTA’s television commercial on National Geographic Channels in Europe, Australia and Asia.

National Geographic Channel Asia Managing Director, Mr Ward Platt said: “We are delighted to partner with the HKTA. This is the first time that National Geographic has integrated its cross-media capabilities in this unique way.”

Ms Deborah Armstrong, Vice President, Sales & Marketing, National Geographic Channel Asia noted: “Through the National Geographic Channels, we are also expanding the HKTA’s campaign reach to include a new generation of consumers via cable and satellite.”

The HKTA’s campaign incorporates an innovative project produced by National Geographic Channel Asia whereby five National Geographic photographers and two Hong Kong-based photographers were each followed by a film crew, as they were photographing Hong Kong.

She added: “The end result is a unique, unscripted and spontaneous series of 10 documentary vignettes. The vignettes illustrate a day in the life of a National Geographic photographer in Hong Kong; it is their personal view and account. Our audience will ‘see’ Hong Kong through the eyes of the world’s top photographers bringing to life the colour, diversity and contrasts of the territory and its people in a fresh way.”

The series of vignettes entitled “I See Hong Kong” covers different aspects of Hong Kong, ranging from National Geographic photographers Mike Yamashita’s “Kennedy Town” capturing the soul and essence of the back streets of Hong Kong, to Steve McCurry’s “Hong Kong Park” focusing on daily life and the links between old and new lifestyles. Additional vignette subjects include the Bun Festival, Dragon Boat, Tai O, Flower Market/ Bird Street, Life on Water, and Kadoorie Farm.

Other distinguished contributors of the vignettes include National Geographic staff photographer Jodi Cobb; National Geographic photographers Karen Kasmauski and Ian Lloyd; as well as Hong Kong’s very own Edward Stokes and Carsten Schael.

National Geographic Traveler magazine’s October 1999 cover story included Hong Kong as one of the “50 Places of a Lifetime: The World’s Greatest Destination”. Hong Kong was the only city destination in Asia included on this Top 50 list.