Hong Kong Tourism Board partners with GrabFood to satisfy Malaysians’ wanderlust

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The Hong Kong Tourism Board (HKTB) has teamed up with Grab and celebrity local chef Ili Sulaiman to give Malaysians 100 reasons to miss Hong Kong through a series of food-related activities. Themed “Bringing Hong Kong to You”, GrabFood will deliver food to Malaysians who have ordered from participating Hong Kong food vendors through the app using the special promo code IMISSHK.

Meanwhile, budding chefs can choose to follow Ili’s cooking tutorials to recreate Hong Kong-style cafe meals. After mastering the recipes, Malaysians can take the Cha Chaan Teng (Coffee) Challenge to share their creative take on Hong Kong dishes. GrabFood is handing out gift cards while Cathay Dragon rewards the top two contestants with a ticket to Hong Kong, to help them satisfy their wanderlust once the borders reopen.

The 100 Reasons to Miss Hong Kong campaign also includes a wide range of content showcasing the best of Hong Kong, including guides to the best cafes in Malaysia and Hong Kong. Social media enthusiasts can also wow their followers with AR filters and a food-themed AR game where they can “savor” their favorite Hong Kong dishes. This latest initiative from HKTB aims to remind Malaysians of one of their top travel destinations, sparking interest and creating a sense of nostalgia. The 100 Reasons to Miss Hong Kong campaign is specifically localized to several Southeast Asian countries in hopes of motivating fans to revisit Hong Kong as a destination of choice when the travel ban is lifted. A+M has contacted HKTB for comment.

HKTB is currently working with Ogilvy Malaysia as a local PR partner to develop strategic communications campaigns that reinforce the city’s position as a top tourist destination in Asia. The appointment is for a period of three years and the previous incumbent was Gasoline Burson-Marsteller. Led by its PR and Influence team, Ogilvy Malaysia works closely with HKTB’s regional and market teams based in Singapore and Malaysia.

Earlier this year, the tourism board set aside around HK$400 million for a three-phase plan to reinvigorate Hong Kong’s tourism and support trade by building on Hong Kong’s resilience, its revival starting with locals and relaunching mega-events and a new tourism brand campaign later in the year. She then launched her global communication campaign – #MissYouToo – which aims to boost Hong Kong’s brand image and reconnect with consumers.

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