Tuesday, August 30, 2011

Chetan Bhagat to promote Hong Kong

Hong Kong Tourism Board (HKTB) has announced a marketing association with novelist Chetan Bhagat to create a 360-degree campaign to showcase Hong Kong's appeal to Indian tourists, a senior official said today.

"We aim to connect with our local Indian consumers even more, by working with a local Indian personality with strong India-Hong Kong link. Through the 'personal touch' and first hand experience of Chetan Bhagat and his connection with Hong Kong, Indian viewers will be able to relate and appreciate Hong Kong through his eyes," HKTB Regional Director-South & Southeast Asia, Mr David Leung told reporters here.

An integrated marketing campaign spread across TV, print and digital media will showcase Hong Kong's highlights through a first-hand experience of Chetan Bhagat, who used to be an investment banker in Hong Kong for eleven years before he moved to Mumbai. His first three novels were written during his tenure as an investment banker in Hong Kong, according to an official release.

The campaign, anchored by Chetan Bhagat, will kickstart with an exciting half-hour programme on television where he will be shown taking viewers around Hong Kong showcasing his favourite spots during his stay and also discovering new attractions in the city. "Hong Kong is very inspiring for me as a writer. It was real fun to relive some great moments in this dynamic city offering both traditional Chinese culture and spectacular colonial heritage. We have been able to capture diverse moods and melodies of Hong Kong," Chetan Bhagat said. The highlights of the campaign would include Bhagat's trip to Sky 100, Ocean Park Hong Kong, NP360, Po Lin Monastery, Wisdom Path, Lamma Island, Victoria Peak, Madame Tussauds Wax Museum, as well as Discovery Bay. This will also be supplemented by advertorials in print and online promotions, an official release said.

Full report here IBNLive

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