Hong Kong Tourism Board's USA Director Chats About New Program

The Hong Kong Tourism Board has teamed up with PBS' Richard Bangs, host of "Adventures with Purpose," to bring to the public a one-hour documentary, "Hong Kong: Quest for the Dragon." As a bonus, the program also highlights a bookable package, developed by United Vacations, which will run as a tangible supplement to the program. Travel Agent spoke with Bill Flora, USA director for the Hong Kong Tourism Board, yesterday, July 1 to find out more.

"The project was a direct outgrowth of our marketing theme and strategy for 2010, 'Festive Hong Kong 2010 - There's an Adventure Around Every Corner,'" Flora tells us. "We wanted to be able to come up with a 360-degree multi-media program that could stress Hong Kong's unique living culture and the many adventures. In order to be a true 360-degree program we wanted to be able to offer an actual package that was inspired by the documentary so consumers could customize their own adventure to Hong Kong."

The documentary will air this Monday, July 5, and showcases Hong Kong during one of the most colorful times of year, Chinese New Year. "We really show off the pageantry of the holiday," says Flora.

The deal has been developed to cater to two types of travelers - returning visitors and brand new visitors. Some of the tour highlights include street markets, Kowloon Culture and Life, Hong Kong's parks, the world-famous giant buddha and a cable car ride.

United Vacations has opening and closing 15-second units before and after the program airs, which will include the website URL where agents can look to book the package.

"We are doing quite a bit of digital marketing that will break in early July to direct people to both our homepage (www.discoverhongkong.com) but also to United Vacations' landing page," says Flora.

For now agents can visit www.uv-asia.com/promotion/pkg_100615.htm.

Hong Kong: Quest for the Dragon has provided webisodes on the Discover Hong Kong web site, which act as a nice teaser. View them here.

HKTB will also be making the DVD of the program available to travel agents, which will feature the hour-long documentary as well as out takes. Flora tells us, "This will provide agents with a good tool that they can use. It is also something they can send to their affluent prospects considering travel to Hong Kong."

Visit www.discoverhongkong.com.


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