Key players in Australia’s travel industry turned up in force to support Hong Kong Tourism Board’s “My time for” brand launch in Sydney yesterday.

The Hong Kong Tourism Board told Travel Weekly the group invested heavily in the new product and subsequent marketing materials to highlight the brand’s fresh position, which focuses on experiential travel rather than product based.

“This new direction is a move away from a focus on ‘product’ to showcase an emotional connection and engagement with the destination, enabling visitors to shape and share their unique and personal Hong Kong travel experiences with friends and family,” the tourism board stated.

The “My time for Hong Kong” launch, well attended by some 130 guests, has been in planning for the past 12 months and is part of a greater global rollout, HKTB said.

Aiming to provide “personal connections” for travellers to go beyond the city’s iconic attractions and discover hidden or less widely known spots, the campaign also includes online “insider” tips provided by social media influencers for the first time.

A renewed focus on targeting young professionals and “mid-career” 31-45 year old singles and couples, the ‘My time for’ brand tagline will also be tailored depending on key messages and will adapt to focus on the campaign’s theme which includes “My time for inspiration” and “My time for exploration”. HKTB has also committed resources to work with trade partners in co-op tactical campaigns, which it says will be “better timed” in future.

As air capacity increases between Australian ports to Asian destinations, competition remains rife between major cities in wooing visitors to increase their stay beyond a stopover. HKTB also advised some 60% are repeat and re-repeat visitors, with the new strategy focussing on providing reasons to “justify them going back”.

“HKTB sees the new “My time for Hong Kong” brand will further emphasise Hong Kong’s diversity and accessibility, as well as demonstrating Hong Kong’s unique offerings via new tools,” HKTB told Travel Weekly.

The tourism board’s digital strategy will also be streamlined with the website receiving a “major facelift”, including simplified navigation. According to HKTB, its Australian site receives over 30,000 plus visitors per month.

In addition, HKTB also revamped its trade website – PartnerNet, which connects trade partners across the globe as well as a platform for pertinent information on the destination, and access to the HKTB online training tool – Hong Kong Specialist.

“Considerable investment” has been made to produce new digital assets including master photography and videos in a bid to support marketing activities, which include the addition of the new Insider’s Guides, the tourism board said.

Andrew Clark, HKTB; Craig Davies, Hotel Representation Australia; Peter Hession, Mandarin Oriental Hotel Group; Alan Alcock, Wendy Wu Tours and Richard Jones, CX.

The Insider’s Guides feature content from a range of global social media influencers, including stories, tips, recommendations from nightlife to shopping to dining and more across Hong Kong’s 18 districts inviting visitors to “explore the many different worlds” and via ‘word of mouth’ and content generation are expected to share experiences with their networks.

“The destination’s core experiences will also be supported by the promotion of the great outdoors (green) and major events, including cultural festivals, sporting and arts events,” HKTB said.

The influencers were selected to fit with HKTB’s target audience segments, including young professionals and include Australian expat, blogger and designer Geneva Vanderzeil who shares her ‘time for exploring’, Instagrammer Tyson Wheatley who shares his ‘time for expression’, to name a few.

Furthermore, consumers will now be able to tap into a virtual customised travel guide, My Hong Kong Guide, which can be used to plan, explore and share personalised itineraries with friends across social media platforms.

“The Guide provides travellers with inspiration through content shared by local experts, as well as, information on popular tourist attractions and events. An added feature for visitors, when in the destination, is the ability to ‘shake’ their phone to discover additional attractions in their vicinity,” HKTB stated.

Helen Wong, Helen Wong’s Tours and Derek Morris, Express Travel Group.