The eyes of the world have been fixed on Hong Kong during March as it celebrates the vibrant โSuper Marchโ โ a promotional campaign launched by Hong Kong Tourism Board (HKTB) to highlight the cityโs distinctive allure with a series of themed marketing initiatives tied to the monthโs mega-events.
The month started with a star-studded official opening ceremony of the cityโs Kai Tak Sports Park on March 1. The state-of-the-art, 28-hectare (70-acre) venue for sports, entertainment, tourism and exhibition extravaganzas was created on the site of Hong Kongโs former Kai Tak international airport on the Kowloon waterfront. Facilities include the 55,000 all-seat Kai Tak Stadium โ the new home of the Hong Kong Sevens.
Chief Executive John Lee Ka-chiu believes the HK$30 billion (US$3.9 billion) park will help to foster the city as โa capital of mega-eventsโ. He also says Hong Kongโs mega-events during the first half of this year are expected to attract 840,000 visitors and generate HK$3.3 billion in spending.
Yet Super March is not just about promoting the numerous events taking place in Hong Kong. The campaign aims to leverage these events to invigorate local neighbourhoods, enhance visitorsโ experiences and publicise the cityโs unique charm globally through improved event experiences, special travel offers and worldwide promotions.
Dane Cheng, HKTBโs executive director, says that the campaign has been tailored to ensure it appeals to the widest possible audience by combining publicity for the various mega-events with precise marketing, arranged thematically by date, festival and event type.