The Hong Kong Tourism Board, responsible for attracting new tourists to the city, with the help of creative agency Razorfish increased city attraction via user-generated content. They asked the influencers and travellers to share their “I Never Knew Hong Kong…” stories on social media and it was a huge success.

Details of the campaign:

• Active: Spring 2016
• Mechanics: Sourcing on social media with a #discoverhongkong hashtag

“The #DiscoverHongKong stories campaign is a mechanism for tourists to discover the endless new experiences our city has to offer. Hong Kong is more than a picture-perfect city; the best experiences lay beyond the obvious and we built this campaign to give those experiences a voice people will listen to.”

What they’ve achieved with UGC:

1. More than 10,000 user recommendations with one new recommendation every 5 minutes
2. Over 4 million views of the campaign website during the campaign

Photos available to license on Lobster:

#hongkong #travel #city

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