20A Coupon Booklet Introduction March 2017

Transcription

1 20A Coupon Booklet Introduction March

2 Background Objective To share the joy of HKSAR s 20 th Anniversary with overseas tourists Content A total of 43 offers from 21 partners to enhance travel experience from April to October 2017 (19 attractions + MTR + Cathay Pacific/Cathay Dragon) Mechanics Offers in the form of a coupon booklet Tourists may redeem offers by presenting coupon booklet (Note: redemption methods vary. See separate summary for details) 2

3 Coupon Booklet Layout Front Cover Individual Coupon Front & Back Generic T&Cs 3

4 Distribution Points Distribution Period: 1 April 30 September 2017 Tent card at each distribution point HKTB Visitor Centres (HKIA, The Peak, TST Star Ferry Pier, Cruise Terminal, Lo Wu) Over 222 Hotels & Guesthouses Citywide Tour Operators Counters (Gray Line, Splendid, Big Bus, Vigor, etc.) 4

5 Publicity Global target audience 2 publicity bursts to cover long campaign period Grand-launch burst in mid March early April Sustaining burst in June / pre-summer Multi-layered marketing to reach consumer and trade audience PR Marketing (Local & overseas press releases, KOL campaigns, etc.) Consumer & Digital Marketing (DHK, SNS, consumer events, etc.) Trade Marketing (PNet, edm, trade events, etc.) 5

6 DiscoverHongKong.com (Desktop) Section Banner Content under PLAN YOUR TRIP> Latest Promotions 6

7 DiscoverHongKong.com (Mobile) Promotion page 7

8 Social Media Promotion Banner Facebook, Twitter, Weibo, WeChat, etc. 8

9 Mobile Platforms 超值优惠共贺 20 周年让你尽享 最香港 超值优惠共贺 20 周年让你尽享 最香港 超值优惠超值优惠共贺 20 周年共贺 20 周年让你尽享让你尽享最香港 最香港 20A posts on Alipay, Dianping, Meituan 9

10 Consumer & Trade Events Travel Fairs Travel Mission & Contract Hong Kong 10

11 Points to Note Coupon booklets and Tent Cards will be delivered to HKTB Visitor Centres, hotels, and tour operators during the week of 27 March Coupon booklets will be replenished in two batches - mid-april and June. Delivery schedules to be confirmed Locals are also eligible except for offers from MTR and Dukling Presentation of coupon true copy is required Please contact Vivian Cheung ( vivian.cheung@hktb.com) for tent card or coupon booklet stock replenishment 11

12 Info on Individual Coupon Offer details Attraction Name 12

13 Info on Individual Coupon T&C for each offer Hours, Tel, Address, URL 13

14 FAQs Background What are the distribution channels locally and overseas? Local Distribution: HKTB Visitor Centres Hong Kong Hotels (209 hotels) Guesthouses (13 guesthouses) Tour operators (6 operators) Overseas Distribution: Korea: Trade Shows and Consumer Shows China: Trade Shows, Consumer Shows, PR event, Social Media promotion, Cruise promotion What is the distribution period for various channels? From 1 April to 30 Sep, while stock lasts What kind of offers are there? There are admission and merchandise discounts, free gifts, special price for ticket upgrades, etc. 14

15 FAQs Mechanic How can I use these coupons? Present actual coupon at respective attraction. We are traveling in a group of 4. Do we need one booklet for each of us? Yes. Each tourist should travel with one coupon booklet. Do you have an eversion? No. Presentation of coupon true copy is required. Do I need to make any reservation in advance? Some offers do require reservation in advance. Please see individual coupon for details. Any specific questions on individual offer Please refer to individual coupon for offer details and T&Cs. You may also call respective attraction / merchant / service provider by the number printed. 15

16 FAQs Offers specific Which offers for tourists only? MTR, DukLing Which offer providers only allow online redemption? Cathay Pacific & Cathay Dragon (except offer 4) & MTR Which coupons do not allow multiples redemption? (i.e. one coupon can redeem only 1 offer per attraction) DukLing, Hong Kong Disneyland Resort, The Hong Kong Observation Wheel, Madame Tussauds Hong Kong, Ocean Park Hong Kong 16

17 End Enquiries: Yeeman Lee / ) Kristy Leong / ) Delivery & Stock Replenishment: Vivian Cheung / ) 21