Indian novelist takes viewers 
on Hong Kong virtual tour

Share this content:
Chetan Bhagat promotes Hong Kong tourism to Indian audience via TV, print and digital media
Chetan Bhagat promotes Hong Kong tourism to Indian audience via TV, print and digital media

The Offer: Award-winning Indian novelist Chetan Bhagat takes consumers on a virtual tour of his favorite Hong Kong haunts as well as attractions new to the 
city to showcase Hong Kong's appeal as "Asia's World City," boasting a fusion of Eastern and Western elements. Bhagat, who was selected as one of Time Magazine's "100 Most Influential People in the World," is an Indian investment banker who wrote three novels while he was living and working in Hong Kong. This is part of a 360-degree integrated campaign to bolster Hong Kong tourism.

The Data: The campaign, while broad enough to encourage tourism across various countries, targeted 
an Indian audience with Bhagat as its spokesman. 

The Channel: The integrated marketing campaign is spread across TV, print and digital media, although social media is a missing component. The TV spots featuring Bhagat are being broadcast on an Indian 
TV station called Zoom TV.

The Creative: Using the firsthand experience of a non-native to showcase Hong Kong's appeal is a unique way to sell a destination location, and Indian viewers get a preview of some of the city's major attractions through the eyes of a relatable personality. 


Jason Kulpa is CEO of Underground Elephant, a San Diego-based marketing company he founded in 2008. Kulpa last year was named “Most Admired CEO” by the San Diego Business Journal. He is a member of the Young Presidents' Organization, a global association of young CEOs.

By showcasing Hong Kong by way of the well-known novelist, the TV, print, and digital media ads gain not only credibility through "expert" testimonials, but it also promotes visibility through multiple media channels. While Zoom TV is probably a great outlet, the digital video space is a great opportunity which they could use as well.


Next Article in Production and Printing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above