HONG KONG ADVENTURE 2005
Taking into consideration the directive from HKTB regional office to create plans to increase awareness about Hong Kong and the shopping festival (June-August), HKTB's PR Counsel in the Philippines conceptualized "Hong Kong Adventure 2005."
HK Adventure 2005 is an integrated and tailored marketing, PR and advertising campaign that aims to increase awareness about HK, its attractions and promotional packages through a reality-based adventure show and mall event.
HONG KONG ADVENTURE MALL EVENT
To further promote Hong Kong as a destination and to increase travel intent to Hong Kong, HKTB-Perceptions Inc. organized Hong Kong Adventure Mall Event at Robinsons Galleria on July 16, 2005.
Mallgoers were treated to one whole day of fun. Perceptions prepared exciting stage games and interesting booth activities, like the Extra Challenge booth, Feng Shui and Calligraphy Booth. The Philippine Ling Nam Athletic Association and zany Extra Challenge host Ethel Booba provided the entertainment. Travel agencies were also able to sell attractive Hong Kong packages to mall goers.
Through the Hong Kong episode and mall event, not only did the Hong Kong Adventure project created unprecedented interest for Hong Kong. It also provided an opportunity for the Hong Kong Tourism Board and Perceptions, Inc. to work with two of the leading media in the Philippines.
With the growing interest worldwide for reality-based television, HKTB and Perceptions, Inc. invited the number one reality TV show, Extra Challenge as media partner for this project. With HKTB and Perceptions' support, Extra Challenge created "Lagalag sa Hong Kong"
episode as their third stop for their "Around the World" series.
Frontrunners of the Hong Kong
episode were celebrity moms:
Janice de Belen, Snooky Serna
and Liezel Martinez with their
daughters Yna, Sam and Alyanna. For three days, celebrity challengers experienced first-hand the fine art of self-defense or Kung Fu martial arts, walking barefoot on stone-paved walking tiles at Hong Kong Park, the age-old tea ceremony tradition at the Lock Cha Tea Shop and of course, shopping in Ladies' Market at Mongkok.
Awarding ceremonies were held at the Jumbo Floating Restaurant at Aberdeen. By employing the reality TV concept for this destination, the audience learned more about Hong Kong in a fun and interesting manner.
The "Lagalag sa Hong Kong" episode was aired from July 1-9, 2005 in GMA 7. It was also shown in Guam and Japan in GMA 7's Pinoy TV. HKTB and Perceptions, Inc. also invited the number one daily in the country, the Philippine Daily Inquirer, to cover the making of episode in Hong Kong.
