Event Buzz
7m+ social impressions
Metric
Values
Metric
Values
Situation
The Hong Kong Tourism Board (HKTB) embarked on a strategic campaign to showcase Hong Kong as a premier food tourism destination.
Partnering with acclaimed Australian food critic and MasterChef judge Melissa Leong, HKTB aimed to tap into Melissa’s substantial influence in the culinary world. The collaboration sought to introduce Hong Kong’s diverse and dynamic food scene to a broad Australian audience, leveraging Melissa’s reach to generate substantial interest and engagement.
Action
To execute this campaign, HKTB and Linkd Tourism orchestrated a comprehensive strategy involving several key activities.
Melissa Leong embarked on a 4-day food exploration trip to Hong Kong, where she experienced the city’s renowned culinary landscape, including Michelin-starred restaurants and traditional food markets. Accompanied by a personal photographer, Melissa’s journey was meticulously documented to capture high-quality visuals and content.
Throughout her trip, Melissa shared her experiences via daily social media posts on Instagram, including stories and permanent posts. These updates featured a mix of photos, videos, and engaging written content, showcasing various locations and partners. The social media effort aimed to maximize reach and engagement among her followers.
Following the trip, a bespoke media event was held at a Hong Kong-themed restaurant in Melbourne. Melissa presented her culinary journey to key travel, food, and lifestyle media, further amplifying the campaign’s impact.
Additionally, Melissa authored a series of articles for high-profile publications like Escape and Delicious, advocating for Hong Kong as a must-visit destination for food enthusiasts.
Results
The results of the campaign were impressive. Melissa’s social media posts achieved an estimated 18,096,000 impressions, far exceeding the initial target of 4,380,000.
The media coverage also surpassed expectations, with four articles published—double the target—valued at approximately $209,267.49.
Overall, the campaign delivered an estimated ROI of $22.42 compared to the goal of $10, demonstrating significant success in positioning Hong Kong as a top food tourism destination and that Melissa was the perfect partner to demonstrate Hong Kong is a must visit for Australian foodies.
