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:
- More than 10,000 user recommendations with one new recommendation every 5 minutes
- Over 4 million views of the campaign website during the campaign
Photos available to license on Lobster:
To find the content that you need, press here https://lobster.media/search