HOW HONG KONG FOUND A WAY TO USE UGC TO ATTRACT TRAVELERS FROM ALL OVER THE

WORLD

USER GENERATED CONTENT CASE STUDIES

HONG KONG TOURISM:

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 TRAVELERS TO SHARE THEIR “I NEVER KNEW HONG KONG…” STORIES ON SOCIAL MEDIA AND IT WAS A HUGE SUCCESS.

DETAILS OF THE CAMPAIGN - SPRING 2016

WHAT THEY’VE ACHIEVED WITH UGC:

SOURCING ON SOCIAL MEDIA WITH A #DISCOVERHONGKONG HASHTAG

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

MADE BY HUMANS. CURATED BY TECHNOLOGY.

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.

“