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Big turnout for Sydney launch of new HKTB branding

March 27, 2015 Destination Global, Headline News No Comments Email Email

egtmedia59The Hong Kong Tourism Board (HKTB) launched its new branding “My time for … Hong Kong” at a trade event in at the Australian Museum in Sydney.

The new brand direction moves away from focusing on product, instead stressing emotional connection and engagement with the destination. The idea is to let visitors shape and share their personal Hong Kong travel experiences with friends and family.


HKTB’s “My time for Hong Kong” launch in Sydney on 25 March (from left to right): travel writer Caroline Gladstone; radio personality Pamela Wright and John Savage.

As part of the new drive, HKTB has revamped its PartnerNet trade website –a B2B interactive platform designed to provide travel trade partners with the most up-to-date information on Hong Kong’s tourism industry. The website targets trade partners around the world and includes interactive and informative platform features, such as industry news, research and statistics, e-marketplace, events calendar, photo image library and publications plus access to the HKTB’s online training tool – Hong Kong Specialist.

PartnerNet lets members promote their business to a global network and contact potential business partners in Hong Kong. Registration for it is free:

Left to right- Andrew Clark, HKTB_ Craig Davies, Hotel Representation Australia_ Peter Hession, Mandarin Oriental Hotel Group_ Alan Alcock, Wendy Wu Tours and Richard Jones, Cathay Pacific

Left to right: Andrew Clark, HKTB; Craig Davies, Hotel Representation Australia; Peter Hession, Mandarin Oriental Hotel Group; Alan Alcock, Wendy Wu Tours and Richard Jones, Cathay Pacific.

“My time for…”, the core statement of the new branding, can be completed in various ways, depending on the target audience. “My time for inspiration” or “My time for exploration” for instance.

“It has been a global rollout and we’re starting it next week,” HKTB regional director Andrew Clark said.

The “My time for…” branding will aim to highlight Hong Kong’s core experiences of shopping, dining and nightlife, city icons and culture. It will invite  visitors to explore the many different worlds in Hong Kong, and share these experiences with their networks via “word of mouth” and content generation.

The promotion of the great outdoors and major events, including cultural festivals, sporting and arts events will support Hong Kong’s core experiences.

HKTB’s main online tool, the Discover Hong Kong consumer website, has been revamped to reflect the new “My time for” branding. Site navigation improvements have enhanced the website’s functionality. Discover Hong Kong includes access to hot travel deals shared by HKTB’s partners and travel tools including apps, e-Guides and videos. To experience the revamped website visit:

HKTB regional director Andrew Clark

HKTB regional director Andrew Clark

Backing the new brand is a master photography project. A series of fresh destination images will capture the city’s sights, sounds and stories. The new images will be used across HKTB advertising, events, publicity, social media and online promotions globally.

Another innovation is the My Hong Kong Guide, a virtual customised travel guide which visitors can use to plan, explore and share their personalised itineraries with friends across social media. The Guide can be accessed and updated online via PC and an app for mobile devices at:

Insider Videos provide insights into Hong Kong’s travel experiences. Local personalities featured include Australian expat, blogger and designer Geneva Vanderzeil, who shares her “time for exploring”; Instagrammer Tyson Wheatley who shares his “time for expression”; Designer and Style blogger J.J. Acuna who shares his “time for renewal”; blogger Carlos Douh who shares his “time for action” and TV presenter and model Jason Godfrey who shares his “time for urban escapes”. The Insider’s Guide is available here: and is also available as a tablet app:

The Local Insider videos can be viewed at:

Finally, a geographical aspect of Hong Kong mentioned at the launch surprised quite a few guests. Namely, Hong Kong has 235 islands, including Hong Kong Island itself. Most people know only one or two of the islands. The biggest one is Lantau, which includes Hong Kong Disneyland and Hong Kong Airport, while the smallest islands are uninhabited outcrops of land.

Hong Kong is full of surprises!

Written by : Peter Needham

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