Another gem from the Diary’s collection of cross-cultural inadvertence. The Hong Kong Tourist Board has spent &£400,000 on a campaign to encourage Londoners to visit the territory. Utilising a landmark billboard site and giant screens at mainline railway stations, the campaign will no doubt be a success. But given the third plank of the media strategy, the Diary is worried that Hong Kong may not attract the sort of visitors it wants. The HKTB has booked 300 telephone kiosks throughout the capital – a medium better known for advertising of a slightly different kind. And given the campaign’s slogan is ‘Enter the Dragon’, the Hong Kong vice squad might find itself rather busy this summer.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From underlining the need to maximise opportunity by generating demand to realising you are not the customer, it’s been a busy week. Here is my take.
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