Hong Kong and Macau, December 29, 2014 /PRNewswire/ -- To further expand the 'Fresh Fujian' tourism brand and consolidate and grow the tourism source markets in Hong Kong and Macau,FujianProvince’s Tourism Bureau has carried out promotional activities for the 'Fresh Fujian' tourism brand in Hong Kong and Macau, significantly boosting the brand’s awareness and impact.
Fujian Launches Comprehensive 'Fresh Fujian' Brand Promotion in Hong Kong and Macau Markets
Prime-time TV Rotations Build Thematic Image
On major TV platforms in both regions — including Hong Kong Asia Television International Channel and Asia Channel, as well as Macau’s AUSTV — the 'Fresh Fujian' promotional video is being aired twice daily during prime time for 90 consecutive days. This initiative showcases the cultural characteristics of Southern Fujian to both middle-aged and young audiences in Hong Kong and Macau, delivering a sustained and powerful portrayal of Fujian’s open and welcoming image.
Rich Visuals Present Comprehensive Fujian Travel Information
During the Christmas travel peak for residents of Hong Kong and Macau, the 'Take the Xiamen-Shenzhen High-Speed Rail, Explore Fresh Fujian' promotional campaign was launched in the travel section of the Hong Kong Headline Daily, offering detailedinformationon distinctive theme routes such as the Pearl of the Sea Journey, Landscape Gallery Tour, High-Speed Rail Self-Guided Tour, and World Heritage Classic Tour. With 850,000 copies distributed across 1,500 high-footfall locations, the campaign was also promoted on major online forums including Phoenix Network’s travel section, the official online platform of AUSTV, and the official Facebook page of Fujian. These efforts helped embed the 'Fresh Fujian' brand, high-speed rail info, and unique routes into public consciousness, drawing attention from both middle-aged and younger residents. Many citizens expressed their anticipation for a unique trip to Fujian on the official Facebook event page.
Luxury Ferries Capture Attention in Hong Kong and Macau
The 'Fresh Fujian' brand was prominently displayed on ferry seats and cards traveling between Hong Kong and Macau, effectively engaging passengers — especially those seated, who naturally focus forward — resulting in strong visual impact and high visibility. This approach captured the attention of all ferry passengers, increased the reach of the messaging, and created a synchronized connection between the 'Fresh Fujian' brand and local residents, significantly enhancing the brand’s awareness and influence.
The 'Moving Scenic Line' Draws Notice
Hong Kong’s luxury double-decker buses and Macau’s full-sized buses showcased 'Fresh Fujian' -- featuring vibrant images such as the hardworking and beautiful 'Hui’an Maidens', the exquisitely craftedof'Fujian Tulou' (earthen buildings), and the 'Goddess of the Sea' Mazu. These eye-catching visuals traveled through key urban areas including Hong Kong’s Mong Kok, Causeway Bay, Central, and Kowloon Bay, as well as Macau’s Senado Square, Rua da Felicidade, and A-Ma Temple area. Reaching nearly 4.7 million people in Hong Kong and 700,000 in Macau, these displays allowed residents to encounter 'Fresh Fujian' unexpectedly, generating significant attention.
Online Interaction Engages the Public
To enhance interactivity and engagement, the Fujian Provincial Tourism Bureau launched a Facebook campaign themed 'Memories', sharing rich travel content about Fujian such as the Mawei Shipyard, folk performances, puppet shows, Mazu culture, and Tulou heritage. The campaign attracted active interest from travel agencies and associations, including Taiwan’s Hakka Association, Lunbei Yingchuan Hall Zhong Family, Segamat Hakka Association, and the Malaysian Hakka Association, all of which interacted with the Fujian page. Fans also participated enthusiastically, with some content receiving tens of thousands of views. In just one and a half months, the fan base grew by over 20,000.
Online and Offline Activities Work in Tandem. Using Facebook as the campaign hub, QR codes were integrated into newspapers, buses, and other media to facilitate engaging on-site activities. For example, a 'Fortune Wheel' activity symbolizing Fujian as a land of 'blessings and abundance' captured the interest of residents in both regions, attracting participation from over 100,000 fans. Highlights such as Fujian cuisine —“Buddha Jumps Over the Wall”— tea art featuring Da Hong Pao, Tulou sightseeing, and trips to Kinmen generated over 280 million impressions in just two months. Fans who had never been to Fujian commented:,expressing eagernesstoexperience the Fujian they had only read about, while those who had visited said, 'Fujian is a peacefulanddesirable place; I will definitely come back.' A Chinese-language school teacher from Malaysia remarked: 'Since 1994, I have continuouslyplacehas visited Fujian for tourism and educational inspections as many as six times, including twice this year—in March and July. The scenery there is enchanting, the people are warm and simple, and there are countless scenic spots. I recommend those who haven’t been there to go and take a look—you won’t want to miss this captivating place.” From Hong Kong, Jacqie Vasana Lee exclaimed upon seeing pictures of the tulou: “It’s amazing, I really can’t wait to see it for myself. When is the best time to go?” From Australia, Javaid Arshad said: “I’ve been to the tulou in Fujian and experienced the local culture firsthand—it’s truly amazing.”
This comprehensive promotional campaign skillfully integrated the “Fresh Fujian” theme, products, and routes across various media platforms, achieving broad coverage, diverse formats, and rich content. The “Fresh Fujian” theme resonated deeply with audiences like the gentle touch of spring rain. The visual presentation of “Fresh Fujian” on television, along with the unified image design on buses and ferries, created a strong visual impact. Online and offline interactive activities brought every fresh element together, forming a cohesive and captivating picture for the tourist markets in Hong Kong and Macau.