The Goal
Change consumers’ old perception of Hong Kong as a business-driven city and promote travel by educating tourists about the island’s unique combination of personality, beauty and ancient Asian mystery.

The Execution
Marlin created a co-marketing partnership to “re-brand” Hong Kong as an exotic island full of natural beauty. With a number of classic films based in Hong Kong, Turner Classic Movies was the obvious match for a month-long promotion. This featured an on-air and online sweepstakes titled, “Hollywood Goes Hong Kong,” with an all-expense-paid trip to the city. Interstitial Hong Kong highlights were produced and promoted a night of hosted movies like They Met in Bombay, The Road to Hong Kong, and Flight to Hong Kong.

Results Recap
HKTB received over $600,000 in television promotional support via 51,000 copies of the TCM program guide featuring the “Hollywood Goes to Hong Kong” sweepstakes. Approximately 258,000 households tuned in to watch the Hong Kong movies and the sweepstakes provided the client with an extensive database of potential tourists.