Hong Kong Tourism Board (HKTB) has announced an innovative marketing association with award-winning Indian novelist Chetan Bhagat, who has worked as an investment banker and lived in Hong Kong for 11 years, before moving to Mumbai.
The show is a part of a 360 degree integrated marketing campaign spread across television, print and digital media. Overall, the campaign will showcase Hong Kong's appeal as Asia's World City, and highlight its cosmopolitan setting, unique fusion of Eastern and Western cultures, and the diversity of its local attractions.
The 30-minute programme will be broadcast on Zoom TV on September 9, where Bhagat will take viewers around Hong Kong, re-visiting and showcasing his favourite spots during his stay there, and also discovering new attractions in the city.
The highlights of his trip to Hong Kong will include visits to Sky 100, Ocean Park Hong Kong, NP360, Po Lin Monastery, Wisdom Path, Lamma Island, Victoria Peak and Madame Tussauds Wax Museum, and Discovery Bay.
There will be two such episodes in all. Additionally, marketing efforts will also include advertorials in print and online promotions.
David Leung, regional director, South and Southeast Asia, HKTB, conveys in an official communiqué, "We aim to connect with our local Indian consumers by working with a local Indian personality with a strong India-Hong Kong link. Through his personal touch and first-hand experience of Hong Kong, Indian viewers will be able to relate to and appreciate the place through his eyes."
Bhagat says, "Hong Kong is very inspiring for me as a writer. It was real fun to relive some great moments in this dynamic city, offering both traditional Chinese culture and spectacular colonial heritage. We have been able to capture diverse moods and melodies of Hong Kong through this show."