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.?