Hong Kong Family Fun &

Getaway to HKGetaway to HKFY17/18 Campaign Overview

Jan 2017 by HKTB

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Objective & Background

Family Fun Getaway to Hong Kong

Target Segment Family Travellers Young & Mid-career

Markets PRC, Taiwan, Korea, SEA, &

India

PRC, Taiwan, Japan, Korea, & SEA

� Combine tourist offers to create a bigger draw driving more family and

short break travels

2

India

Windows School Holidays Short Breaks

Programme Mechanics

Stage HKTB HK Trade Partners Overseas Trade Partners

PlanningDefine promotion

windowsProvide offer

3

Product

Creation

Distribute offer via

own business network

Seek special product from

own business network

Promotion

& SalesPromotion begins Sales begins

Family Fun FY16/17

Markets

Phase 1 Phase 2 Phase 3

Promotion

Period

Travel

Period

Promotion

Period

Travel

Period

Promotion

PeriodTravel

Period

Mainland

China

20 Jun – 31 Jul

2016

01 Jul – 31 Aug

2016

15 Dec 2016 –

31 Jan 2017

02 Jan – 9 Feb

2017

Taiwan 01 Jun – 31 Jul

2016

01 Jul – 31 Aug

2016

S. Korea 24 Jun – 23 Jul 24 Jul – 20 Aug 04 Dec 2016 – 04 Jan – 05 Feb

4

S. Korea 24 Jun – 23 Jul

2016

24 Jul – 20 Aug

2016

04 Dec 2016 –

03 Jan 2017

04 Jan – 05 Feb

2017

Thailand 17 Mar – 10 Apr

2016

01 Apr – 17 May

2016

22 Aug – 10

Sep 2016

01 – 31 Oct

2016

Philippines 22 Mar – 10 Apr

2016

02 Apr – 31 May

2016

19 Sep – 02

Oct 2016

20 Oct – 10 Nov

2016

15 – 30 Nov

2016

17 Dec 2016 –

02 Jan 2017

Singapore 18 Apr – 17 May

2016

28 May – 26

Jun 2016

13 Oct – 24

Oct 2016

19 Nov – 31 Dec

2016

Malaysia 18 Apr – 03 May

2016

28 May – 12

Jun 2016

01 – 07 Aug

2016

9 – 30 Sep 2016 11 Oct – 24

Oct 2016

26 Nov 2016 –

01 Jan 2017

Indonesia 16 Nov – 25

Nov 2016

14 Dec 2016 –

03 Jan 2017

India End Mar – Early

Apr 2016

15 Apr – 08 Jul

2016

Getaway to Hong Kong FY16/17

Markets

Phase 1 Phase 2 Phase 3

Promotion

Period

Travel

Period

Promotion

Period

Travel

Period

Promotion

Period

Travel

Period

Mainland

China

9 May – 5 Jun

2016

19 May – 22

Jun 2016

10 Oct – 06

Nov 2016

27 Oct – 30

Nov 2016

13 Feb – 12

Mar 2017

22 Feb – 28

Mar 2017

Taiwan 01 Apr – 26

May 2016

19 May – 22

Jun 2016

15 Jul – 31

Oct 2016

12 Oct – 15

Nov 2016

Japan 01 – 30 May 01 – 30 Jun 02 Jan – 10 06 Feb – 12

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Japan 01 – 30 May

2016

01 – 30 Jun

2016

02 Jan – 10

Feb 2017

06 Feb – 12

Mar 2017

S. Korea 11 Apr – 09

May 2016

10 May – 05

Jun 2016

19 Aug – 18

Sep 2016

19 Sep – 12

Oct 2016

06 Feb – 05

Mar 2017

06 – 30 Mar

2017

Thailand 09 – 16 May

2016

18 May – 30

Jun 2016

Philippines 15 – 21 Aug

2016

08 – 30 Sep

2016

05 – 18 Dec

2016

02 Jan – 28

Feb 2017

Singapore 05 – 18 Dec

2016

02 Jan – 28

Feb 2017

Malaysia 05 – 18 Dec

2016

02 Jan – 28

Feb 2017

Indonesia 06 – 15 May

2016

18 May – 30

Jun 2016

05 – 18 Dec

2016

02 Jan – 28

Feb 2017

� Attraction Offers

� Free admission for 1 child upon purchase of 2 adult tickets

� Free admission for 1 child upon purchase of 2 adult tickets

� Family Package for 2 adults + 1 child

� Free admission for 4 children upon purchase of 1 adult ticket

� Hotel Offers

Family Fun FY16/17 – Offer Summary

� Hotel Offers

� Free extra bed / breakfast / gifts for children guests

� Special rates for short break seasons

� 100+ hotels participated

� Malls & QTS

� Year-round offers from 9 shopping malls and QTS merchants

� Airlines

� Family bundle and discounted air fare from 13 airline partners 6

Market Promotions – PRC

Airlines

Cities � 15 cities on the mainland� Beijing, Shanghai, Hangzhou

and Nanjing

� 19 cities on the

mainland

� RMB880 return airfare (30%

discount off regular price)

� Beijing: RMB900 return air

tickets – discounted by

� 50% off child airfare

7

Offers

discount off regular price) tickets – discounted by

RMB350 (HKD415)

� Shanghai / Hangzhou / Nanjing:

Buy two adult airfares to enjoy

one free child ticket

Results� Exceeded target by 152% � Exceeded target by 107% � 50% YOY growth on

overall sales volume

Market Promotions – Thailand

Airlines

� 2 Adults + 1 child from THB22,000

(HKD4,800)

� 2 Adults + 1 child from THB15,400

(HKD3,300)

8

Offers

Results� 42% YOY increase in sales � 30% YOY increase in sales

Market Promotions – The Philippines

Airlines

� 2 Adults + 1 child free from

USD540 (HKD4,200)

9

Offers

Results � 15% YOY growth in sales

Accommodation Microsite – Home

10� http://www.discoverhongkong.com/eng/promotions/stay/

Accommodation Microsite – Listing Page

11

Accommodation Microsite – Offer Page

12

Hong Kong Value Offer – Channels

Channel Target Offers Format

HK Value Offer App China All App Coupon

Alipay HKTB Service Counter China All App Coupon

Dianping China All App Coupon

13

Meituan China All App Coupon

WeChat China All App Coupon

e-coupons on DHK.com InternationalUnlimited Offers

OnlyPDF

e-coupons on My HK Guide International All App Coupon

NEW

Hong Kong Value Offer – Top 10 Offers Listing

Weekly Top 10

Offers Listing

14「香港‧優惠」手機應用程式、支付寶及微信

大眾點評及美團網

Hong Kong Value Offer – Offer Page

新增 微信

15

「香港‧優惠」手機應用程式及支付寶

MyHKGuide

大眾點評及美團網

e -coupons on DiscoverHongKong.com

微信香港旅遊發展局服務號

FY17/18

16

Family Fun FY17/18 Calendar

Market Phase Promotion Period Travel Period

PRC Phase 1 Mid Jun - 31 Jul 2017 01 July - 31 Aug 2017

PRC Phase 2 05 Feb - 02 Mar 2018 15 Feb - 02 Mar 2018

Taiwan Phase 1 01 May - 30 Jun 2017 01 Jul - 31 Aug 2017

Korea Phase 1 01 - 31 Dec 2017 24 Dec 2017 - 28 Feb 2018

� 16 windows in 9 markets

� 3 phases in Philippines and Thailand

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Korea Phase 1 01 - 31 Dec 2017 24 Dec 2017 - 28 Feb 2018

Indonesia Phase 1 01 - 31 May 2017 01 Jun - 31 Jul 2017

Malaysia Phase 1 03 - 30 Apr 2017 01 May - 30 Jun 2017

Malaysia Phase 2 28 Aug - 30 Sep 2017 01 Nov - 31 Dec 2017

Philippines Phase 1 10 Feb - 31 Mar 2017 01 Apr - 30 Jun 2017

Philippines Phase 2 02 - 31 Oct 2017 01 Nov - 31 Dec 2017

Philippines Phase 3 01 Feb - 31 Mar 2018 01 Apr - 30 Jun 2018

Singapore Phase 1 03 - 30 Apr 2017 01 May - 30 Jun 2017

Thailand Phase 1 23 Jan - 20 Feb 2017 01 Mar - 31 May 2017

Thailand Phase 2 28 Aug - 30 Sep 2017 18 Sep - 18 Nov 2017

Thailand Phase 3 01 Feb - 15 Mar 2018 01 Apr - 30 Jun 2018

India Phase 1 01 Mar - 30 Jun 2017 01 Apr - 31 Aug 2017

India Phase 2 01 Feb - 31 Mar 2018 01 Mar - 31 Aug 2018

Getaway to HK FY17/18 Calendar

� 22 windows in 9 markets

� Year-round promotion in PRC

Market Phase Promotion Period Travel Period

PRC Phase 1 Apr - Dec 2017 All Year Round

PRC Phase 2 17 Apr - 10 Jun 2017 01 May - 10 Jun 2017

PRC Phase 3 May - Sep 2017 TBC

PRC Phase 4 18 Sep - 16 Oct 2017 25 Sep - 16 Oct 2017

PRC Phase 5 18 Oct - 30 Nov 2017 18 Oct - 30 Nov 2017

PRC Phase 6 Oct 2017 TBC

PRC Phase 7 28 Nov - 31 Dec 2017 01 Dec 2017 - 01 Jan 2018

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PRC Phase 7 28 Nov - 31 Dec 2017 01 Dec 2017 - 01 Jan 2018

PRC Phase 8 28 Feb - 31 Mar 2018 01 - 31 Mar 2018

Taiwan Phase 1 End Apr - May 2017 End Apr – End Jun 2017

Taiwan Phase 2 End Aug – Mid Sep 2017 Sep - Nov 2017

Japan Phase 1 01 Mar - 30 Apr 2017 01 May - 30 Jun 2017

Japan Phase 2 01 Jul - 30 Sep 2017 01 Dec 2017 - 31 Mar 2018

Korea Phase 1 01 - 31 May 2017 15 May - 30 Jun 2017

Malaysia Phase 1 01 - 30 Jun 2017 01 Jul - 31 Aug 2017

Philippines Phase 1 01 - 30 Jun 2017 01 Jul - 31 Aug 2017

Philippines Phase 2 01 - 31 Aug 2017 01 Sep - 31 Oct 2017

Singapore Phase 1 01 - 30 Jun 2017 01 Jul - 31 Aug 2017

Singapore Phase 2 02 - 31 Oct 2017 01 Nov - 31 Dec 2017

Thailand Phase 1 01 - 30 Jun 2017 01 Jul - 31 Aug 2017

Thailand Phase 2 02 - 31 Oct 2017 01 Nov - 31 Dec 2017

India Phase 1 01 Jul - 10 Aug 2017 11 - 20 Aug 2017

India Phase 2 01 Sep - 12 Oct 2017 13 - 22 Oct 2017

� Indicate interested markets and phases with B2B offer details

� Provide contact info for trade enquiries

� Create a B2C offer on campaign microsite

Hotel Enrolment

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Please complete and return your participation form

by 10 Feb 2017 (Friday).

End

For enquiries please contact:

Ms Yeeman Lee (yeeman.lee@hktb.com / 2807 6265)

Ms Kristy Leong (kristy.leong@hktb.com / 2807 6227)

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