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Hong Kong has reignited its marketing campaign to domesticate courteous manners among the many catering, retail, and taxi industries, echoing related initiatives from almost three many years in the past. The “Let’s Go the Extra Mile” drive, launched on Monday, options movie star Louis Koo Tin-lok as its ambassador.
Why Relaunch the Marketing campaign? Hong Kong’s tourism business, scuffling with varied challenges, is witnessing a shift in conduct amongst mainland Chinese language guests who now want cultural and in-depth experiences over retail splurges. The rise of social media platforms like Xiaohongshu has amplified the influence of unhealthy buyer experiences, as these can shortly go viral. Secretary for Tradition, Sports activities, and Tourism, Kevin Yeung Yun-hung, emphasised that that is an opportune second for the marketing campaign, because the sector has been “dormant” for 3 years. Non-traditional vacationer spots are attracting extra guests, and a few operators, accustomed to native prospects, want “reminders” about service high quality. Studies of poor customer support on social media have raised issues about Hong Kong’s status as a welcoming vacationer vacation spot.
Frequent Complaints Searching via Xiaohongshu reveals quite a few posts from guests detailing destructive experiences within the metropolis, significantly in Hong Kong-style cafes (cha chaan teng). Feedback like “paying for a hard time” and comparisons to service in different Chinese language cities spotlight the problem.
Native Trade Response In response, the Hong Kong Tourism Board has launched quick movies that includes stars comparable to Koo and actress Jessica Hester Hsuan, reviving slogans from previous campaigns. Extra movies are deliberate, specializing in enhancing the environment in cha chaan teng and inspiring higher service from salespeople and taxi drivers. Simon Wong Ka-wo, president of the Hong Kong Federation of Eating places and Associated Trades, introduced a collaboration with the Staff Retraining Board to supply free fundamental coaching programs for front-line workers. Many staff could lack correct coaching attributable to being employed throughout manpower shortages. The taxi business can be launching a three-month courtesy drive beginning June 11, with ambassadors stationed at cab stands to advertise well mannered interactions with passengers.
Historic Context The Hong Kong Tourism Board, beforehand often known as the Hong Kong Tourism Affiliation, has a historical past of comparable campaigns. In 1997, actor and singer-songwriter Andy Lau Tak-wah served because the “courtesy star” for a marketing campaign, that includes the memorable slogan: “Such attitudes in service are not enough these days.” Earlier efforts included jingles by George Lam Tsz-Cheung within the 80s and a theme tune for the “Friendly Hong Kong – You Make A Difference!” marketing campaign in 2004, which responded to the tourism downturn attributable to the SARS epidemic.
Worldwide Comparisons Different areas have launched related initiatives. Macau’s “Be my guest, feel at home” marketing campaign included TV commercials and coaching applications for service staff. Singapore’s nationwide courtesy marketing campaign, launched in 1997 underneath Prime Minister Lee Kuan Yew, aimed to fight “antisocial behavior” and featured TV commercials, competitions, and a mascot named “Singa.”
By revitalizing this courtesy marketing campaign, Hong Kong goals to enhance service requirements and improve its picture as a pleasant and welcoming vacationer vacation spot, essential for revitalizing its tourism business.
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