Event Buzz
7m+ social impressions
Metric
Values
Metric
Values
Situation
The Hong Kong Tourism Board (HKTB), in partnership with Linkd Tourism, aimed to increase awareness of Hong Kong’s outdoor offerings among Australian travellers. Although Hong Kong boasts diverse natural landscapes, including coastal and green spaces ideal for outdoor adventures, many Australian consumers were unaware of these experiences.
Nielsen Consumer and Media View (CMV) data indicated that Australians have a strong preference for nature-centric travel experiences, with 64% favoring outdoor settings, 59% coastal proximity, and 54% secluded destinations.
The campaign goal was to reframe perceptions of Hong Kong and position it as an outdoor adventure destination for Australian travellers.
Action
To address this challenge, Linkd Tourism developed a collaborative campaign with HKTB, the Australian outdoor brand Mountain Designs, and the adventure media publication We Are Explorers. The campaign featured influencer Cam Bostock, a contributor for We Are Explorers and a known nature enthusiast, on a content-rich trip to Hong Kong where he documented the city’s outdoor offerings, from kayaking to island exploration and hiking.
The campaign leveraged a compelling content series developed in partnership with We Are Explorers, highlighting Hong Kong’s outdoor appeal. This included captivating visuals and stories centred on Hong Kong’s beaches, hiking trails, and nature spots, along with a co-branded competition to win a Hong Kong adventure, promoted in-store at Mountain Designs and across digital and social media channels of all partners.
Results
The campaign successfully reached 1,404,161 individuals, generating a total of 2,504,629 impressions. Audience engagement was particularly high, with 446,954 interactions and a remarkable 32% engagement rate— We Are Explorer’s Founder, Henry, commented that the engagement was “twice the normal benchmark”. Content reads surpassed expectations, reaching 66,659, doubling the guaranteed number of reads. The competition also garnered substantial interest, featuring in over 60 Mountain Designs stores across Australia, attracting over 45,000 Australians to the competition landing page. And check out the positive sentiment!
