HONG KONG TOURISM BOARD: "Hong Kong Day - 香港地" Campaign

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市和 場市 劃場 分超 細 分

戰 略 地 圖

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Campaign Strategy Cognitive Biases Visual Guide Designed Materials Reference Page

客 戶 介 紹

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Strategy Map

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Segmentation and Hyper-segmentation section

Client Introduction

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Tabl e Of Co n tents P.5-6

廣 告 策 略

認 知 偏 見

視 覺 指 南

設 計 材 料

參 考 頁 面

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客 戶 介 紹 : CLIENT: HONG KONG TOURISM BOARD In today’s technologically advanced society, people are more and more willing to learn different languages to add value to themselves, hoping to enhance their strength and competitiveness. For foreigners, maybe they for Asia especially China language cognitive limited only in the “Mandarin”, but there are also a very distinctive language named - Cantonese.

Client Introduction

The Client Hong Kong Tourism Board, the main objective is to share and promote Hong Kong’s local characteristics and Cantonese to the rest of the world. So as to attract more tourists to Hong Kong tourism, promote economic development. They involve a wide range of publicity, such as travel brochures, TV commercials, films, books, large parties and so on. Therefore, to introducing this such a beautiful city “Hong Kong” to the world like no where else.

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Photo taken by: Chester Ho

人口分割 In terms of population, Cantonese is the mother tongue of 66 million people, ranking 16th in the world. Add in the number of people who speak a second language: 120 million. Although Cantonese has no legal status in mainland China, but Guangdong area has been open to the outside world for hundreds of years. Coupled with the developed economy and culture of Hong Kong, Cantonese has great influence and become the foundation of Hong Kong culture and Guangdong culture. Since the 18th century, Cantonese has become the language spoken by a large number of overseas Chinese as a result of immigration.

Segmentation and Hyper-segmentation section

DEMOGRAPHIC SEGMENTATION

市 場 劃 分 和 市 場 超 細 分 :

Photo taken by: Damon Lam

GEOGRAPHIC SEGMENTATION: 地理分割 Guangdong region is the origin of Cantonese (even though there have no source or no basis to prove that), the Cantonese film is generally regarded as the basis of the standard Cantonese. Cantonese is mainly spoken in Guangdong, Hainan, Hong Kong and Macao. It is also spoken in parts of southeast Asia where the Cantonese migrated. As a large proportion of Chinese immigrants come from the Cantonese region, Cantonese has become one of the popular languages in most overseas Chinese communities. In Hong Kong and Macao, People’s Daily communication, whether in public places, official occasions are mainly in Cantonese, at the same time, the prosperity of Hong Kong mass media and entertainment industry, also make Cantonese culture spread to the world. Most of the residents in Guangdong speak Cantonese in their daily life, but every place has its own Cantonese accent. p.5

市 場 劃 分 和 市 場 超 細 分 :

PSYCHOGRAPHIC SEGMENTATION: 心理分割

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Photo taken by: Maxim Goudin

Photo taken by: Justyna Zdunczyk

Segmentation and Hyper-segmentation section

Learning a new language and culture are never easy, so whenever we see a book about the language we want to learn, we want to buy it because we want to speed up our learning process. In the same way, if we can use advertisements to convey the unique cultural value of Cantonese, we believe that we will attract people who come here to learn Cantonese and want to know more about Hong Kong culture to pay attention to these advertisements.

BEHAVIORAL SEGMENTATION: 行為分割 Cantonese for most of the people are their native language, so the supporters of the Cantonese culture must be meeting some. but want to know what kind of propaganda is the most suitable for people who don’t understand the language will also be interested in learning, we have to understand when people want to learn a new language when they are motivated by what? What are the forces that push them to learn?

POSTER ADS (BILLBORADS, LEAFLET) • subway stations • (Union, College, Dundas etc.) Museum, Schools (universities), Shops • Street walls

EXHIBIT PUBLICATION • Museum and art galleries • Artistic cafe, bar • Hong Kong style restaurant • Universities • High School

EVENTS

PRINT HONG KONG

WEBSITE YOUTUBE • Travel vlog (famous youtuber from Canada to travel around Hong Kong) • Educational video (to teach people to speak Cantonese) • BTS of some events

CONTEST • Everyone will receive a handy booklet • about Hong Kong culture • Will have a spot for taking photos with • (when they post the photos on the social media must have to hashtag #hongkongday) • You can redeem on portion of Hong Kong style sncaks with your ticket tail and enjoy 50% discount for the second portion.

HONG KONG DESIGNER SHOWCASE ART EXHITBIT (MONTHY) • 1-2 Hong Kong artist • Ticketed event • Possible artists (Tsang Kin-Wah, Frog King, Luis Chan, Rosanna Li etc.)

• Auction of the artists works (all the earnings will be artfunding & to support the development of the arts in HK)

ART POP UP WORK SHOP • At Cityhall Teaching people to do penmanship • Drawing some landscape about Hong Kong

DAY

DIGITAL CONTENT

SNAPCHAT • special fillters for the events • specail stickers and geotag

SOCIAL MEDIA INSTAGRAM • @Hongkongday • Posts will be about Hong Kong culture, HK artists, HK hotspot • Events photos

CANTONESE OPERA/ MOVIE SCREENING

FACEBOOK • Events teaser, posting/content • Contents about how to study cantonese/ hong kong culture p.7

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NARRATIVE: The main purpose of this campaign is to publicize Cantonese, traditional Chinese characters and the unique culture of Hong Kong, so that more people are interested in and willing to learn Cantonese, and hope that they can understand the history and charm of Cantonese, bring greater economic benefits to increase the number of visitors to Hong Kong and revitalize the economy, of Hong Kong. Thus, the whole advertising concept is mainly packaged with language learning card (baby learning card or study card) and some other publicity channels. The story is mainly about an adult who intends to learn Cantonese. Then he looks for various books about Cantonese and hopes to learn Cantonese through books. But when he saw that the people around him have a set of Cantonese language learning cards, learning by leaps and bounds. In addition to the words and sounds, in the learning cards, there will be more practical life examples so that learners can clearly understand the culture behind. And after that, he have joined a lot of different events or exhibit about Hong Kong and through those events a lot of people actually thought that he is a local Hong Kong people who live in Canada. For example, we will launch a series of baby learning CARDS for new parents in need. For young people, we will hold different art exhibitions regularly. In the exhibition, there will be some art workshops and special attractions for them to take photos to increase the exposure of the activity. Finally, for adults, we will organize different art guided Tours and different food culture exchange activities (e.g., Hong Kong herbal tea culture) to let them know more about Hong Kong’s unique food culture.

Photo taken by: Ludwig Favre

Campaign Strategy

廣 告 策 略 :

DEMOGRAPHIC SEGMENTATION 1. HONG KONG DESIGNER SHOWCASE ART EXHIBIT is a monthly event that will be held in downtown Toronto. In this event we will be invited 1-2 Hong Kong artists to showcase their work during the exhibition and this is a ticketed event. For this event, there have some possible artists that we think is a match with the theme of this exhibit, they are Tsang Kin-Wah, Frog King, Luis Chan, Rosanna Li etc. Also, during the exhibit we will have an auction of the artists work that take part in the exhibit. All the earnings will be art funding & to support the development of the arts in Hong Kong.

2. CANTONESE OPERA/MOVIE SCREENING is specially for someone that is having some Chinese background and living in Canada that would love to review some film that with Hong Kong characteristics and Cantonese opera. Of course, this event also encourages some people who want to find out more about Hong Kong culture to attend. The screening will be held on a once a month with a special topic or a famous director.

Photo taken by: André Josselin

Campaign Strategy

廣 告 策 略 :

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Campaign Strategy

GEOGRAPHIC SEGMENTATION 1. POSTER ADS (BILLBORADS, LEAFLET) will be distribute through subway stations like Union, College, Dundas etc. and other places like Museum, Schools (universities), Shops or even stick it in some Street walls to ehance publicity effectiveness. Also, for the EXHIBIT PUBLICATION, it will be distribute in museum and art galleries, artistic cafe/bar, Hong Kong style restaurant, universities and high school to encourage people to join the events and to enhance the exposture of the events.

2. There will be holding an ART POP UP WORK SHOP at the Cityhall irregularyly, the purpose is to teaching people of all ages that would love to experience Hong Kong’s traditional culture. The work shop will be doing something like penmanship, Chinese parper-cut art and seal engraving etc. Also, exspecially for childrens, there will have a special area for them to learn how to drawing some landscape about Hong Kong, parents can trust their childrens to go there or they can partcipate with their children and enjoy the fun of the workshop together.

Photo taken by: André Josselin

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: 廣 告 策 略

PSYCHOGRAPHIC SEGMENTATION 1. In nowadays, social media is an effective way to reach some of the younger group in the society.

Because of that we will be working on some social media platform to promote our events and the message that we want to share for. For example, in FACEBOOK we will be posting some events, teaser before the events, posting some contents that are about how to study cantonese/ hong kong culture. In our INSTAGRAM (@Hongkongday), the posts will be mainly about Hong Kong culture, HK artists, HK hotspot and also some Events photos and making of photos. Finally, in SNAPCHAT we will be prepared some special filters, spacial stickers and geotag for our events.

2. In order to publicize our activities and purposes more widely, we have chosen to set up a channle of our own on YOUTUBE, in the hope of making the whole world more comprehensive and interacting with people from different countries.

The content mainly includes: Travel vlog (famous youtuber from Canada to travel around Hong Kong), Educational video (to teach people to speak Cantonese) and BTS of some events. Also, we will be develop our own website, just in case if people wants to know more about us or want to get more info about the events etc.

Photo taken by: André Josselin

Campaign Strategy

廣 告 策 略 :

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認 知 偏 見 :

First of all, as a human we like to think that we are logical, rational, and objective in our decisions, even if we are strongly influenced by our own personal feelings but the truth is the fact that we are not good at being objective.Thus, base on that for the cognitive biases that I’’m using my overall narrative, will be mainly focusing on Loss aversion. The bandwagon effect and Salience. Let me explain it as follows.

The meaning of Loss aversion is a bias that makes us more sensitive to the prospect of loss than we are to an equivalent probability of gain.

Also, this bias is also mandated to people putting a higher value on things they already own than identical things they don’t own. For my narrative, because in nowadays people are more and more willing to learn different languages to add value to themselves, therefore when they saw my narrative the main character trying to study a new language to , it will makes them self-examination that it’s time to learn something new for hoping to enhance their strength and competitiveness for not being fall behind in the future. So that it will invite them to pay more attention of our up coming events.

Cognitive Biases

Next, is The bandwagon effect. The bandwagon effect is exactly what we see every day—it’s the tendency for people to fall in line with an idea, an action, or a belief just because there are so many other people already buying into it. When everyone start talking about Cantonese and when they saw the example of my narrative that there have someone who is successfully learn cantonese and having a better future, they will be start following what the people do, for example like read the post about our account in facebook or instagram, using the filter from our event in snapchat and sharing the photos that has been taken in our events etc.

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The last one is Salience, Salience is tendency to focus on the most unusual or compelling characteristics of something we’re sensing. For my narrative, because I’m promoting a different language in Canada so it will be my stand out point in the narrative, it will be fascinating and makes people wonder what Cantonese is and thus want to know more about us. Hence, the best effect of the publicity can be achieved.

Photo taken by: Sean Foley

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視 覺 指 南 :

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SECONDARY COLOURS

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Visual Guide

TERTIARY COLORS

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The whole palette was inspired

by Hong Kong’s neon lights and catering culture, so it was renamed as “cha chaan teng” (meaning: local restaurant).

Throughout the see colour palette is tonal, I intentionally to color calibration as close to gray tones of color, this is because this time the aim of this project is to promote Hong Kong unique culture, and Hong Kong culture has a long history, so I hope I can through the use of preferred gray tones of color to build more nostalgic feeling, can let the people feel the charm of the “old Hong Kong”.

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“CHA CHAAN TENG” PALETTE

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視 覺 指 南 :

香港地

Main leades/Titles Source Han Serif Heavy 100 pts/ 120 leading

香港旅遊發展 - Discover Hong Kong

Happening in Town 香港的官方 旅遊指南

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Visual Guide

“IDHDNFJCNJFNJFL NDJNDKDNJKCN”

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CAPTIONS Helvetica Neue LT Std 95 Black Condensed 9 pts/ 13 leading

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DROP CAPS Source Han Serif Semibold 2 Line

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DECK Source Han Serif Medium 21 pts/ 25.2 leading

SUBHEADS Source Han Serif Heavey 19 pts/ 28 leading

PULLQUOTES Minion Pro Bold All Caps-31pts/37.2 leading

GUTTER CREDITS Helvetica Neue LT Std 85 Heavy All Caps- 8pts/ 9.6 leading

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Helvetica Neue LT Std 75 Bold 23 pts/ 27.6 leading

BODY COPY Minion Pro Regular 12 pts/ 14.4 leading

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In the type set this time, I knew from the very beginning that there must be a Chinese font, so I chose source Han serif, because this font can fully remind people of the Chinese characters on the lamp boards seen in Hong Kong, and it is full of classical Hong Kong characteristics.

In addition, I chose Helvetica in my type set because it is bold enough to be easily seen and remembered, and it is also a modern font. The last font is minion pro. The reason why I choose it is that I want to show a formal feeling, so I choose minion pro, which is classic and clean, to bring a fresh feeling to the design.

視 覺 指 南 :

攝影

風格

The style of the whole project this time will be more concise and fun, the content is mainly around the nostalgia of Hong Kong style, people will have a feeling of returning to the past childhood. The photos used this time are not like the general official travel photos, but are more realistic, presenting the most authentic Hong Kong to others, and the style of the photos is inclined to film photography.

There will not be too much illustration this time, but some geometric figures (such as circles, squares, wavy lines, etc.) will be used to coordinate with the photos to create an interesting layout, just like the layout design on this page.

All photos taken by: Justyna Zduuczyk

Visual Guide

Pho - to gra phy & 和 illustra tion 插 les 圖 sty

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設 計 材 料 :

HONG KONG

DAY

MAIN LOGO

Example of sh opping paper bag (close up)

MAIN LOGO with colour and frame

YYZ Designed Materials

同 處 海 角 天 邊 ,

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(Front)

攜 手 踏 平 崎 嶇 ,

我 哋 大 家 用 艱 辛 努 力 寫 下

那 不 朽 香 江 名 句 。

When we are together at the ends of the skies and seas, we can all challenge our difficulties together hand in hand, We as one can overcome hardships and strive to write down

HKG

Promotional card/ Business card

the timeless story of our home.

(Back)

g paper b f shoppin o le p m a Ex

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設 計 材 料 :

Street billboard set up

Designed Materials

Subway poster set up

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設 計 材 料 :

Hong Kong Day website set up (Shopping guide)

Designed Materials

Hong Kong Day website set up (Plan your trip)

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設 計 材 料 :

Hong Kong snapchat set up

Designed Materials

Hong Kong Instagram set up

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設 計 材 料 :

Hong Kong Day Facebook set up (Main page)

Designed Materials

Hong Kong Day Facebook set up (Photo album)

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WANT TO KNOW HOW TO ORDER “DIM SUM” IN HONG KONG?

A pineapple bun (Chinese: 菠 蘿包) is a kind of sweet bun predominantly popular in Hong Kong and also common in Chinatowns worldwide.

Despite the name, it does not traditionally contain pineapple; rather, the name refers to the look of the characteristic topping (which resembles the texture of a pineapple).

Designed Materials

菠 羅 包

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Leaflet for learning Cantonese

Get more info in www.hongkongday.com

設 計 材 料 :

Cantonese study card (Back)

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心

DIM SUM DIM SUM DIM SUM DIM SUM DIM SUM DIM SUM DIM SUM

Bao

點

Cantonese study card (Front)

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參 考 頁 面 :

CONTENT REFERENCE:

VISUAL REFERENCE:

Discover Hong Kong Homepage. (n.d.). Retrieved April 17, 2019, from http://www.discoverhongkong.com/ca/index.jsp

Zduńczyk, J. (2017, July 12). Hong Kong Street Life [Digital image]. Retrieved April 17, 2019, from https://www.behance.net/ gallery/54696835/Hong-Kong-Street-Life

Cantonese. (2019, April 11). Retrieved April 17, 2019, from https://en.wikipedia.org/wiki/Cantonese Scalfani, C., & Scalfani, C. (2016, August 23). The Best and Fastest Way to Learn Another Language. Retrieved April 17, 2019, from https://medium.com/@cscalfani/the-best-and-fastest-wayto-learn-another-language-2d8202086ea0 Is Cantonese ‘threatened with extinction’ by Mandarin in Vancouver? (2018, June 25). Retrieved April 17, 2019, from https:// www.scmp.com/lifestyle/article/2110338/more-speakers-mandarin-cantonese-canada-now-what-future-southern-chinese Liu, J. (2017, June 29). Cantonese v Mandarin: When Hong Kong languages get political. Retrieved April 17, 2019, from https:// www.bbc.com/news/world-asia-china-40406429

Reference Page

Cooper, B. B. (2016, April 01). 8 Common Thinking Mistakes Our Brains Make Every Day. Retrieved April 17, 2019, from https://buffer.com/resources/thinking-mistakes-8-commonmistakes-in-how-we-think-and-how-to-avoid-them

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Goudin, M. (2018, August 12). Areas of low contrast [Digital image]. Retrieved April 17, 2019, from https://www.behance.net/ gallery/68956835/Areas-of-low-contrast Favre, L. (2016, December 19). HONG KONG [Digital image].

Retrieved April 17, 2019, from https://www.behance.net/gallery/46519367/HONG-KONG Josselin, A. (2018, December 28). Hong Kong [Digital image].

Retrieved April 17, 2019, from http://www.fubiz.net/2018/12/28/ hong-kong-by-andre-josselin/andre1/ Lam, D. (2018, December 13). Street [Digital image]. Retrieved April 17, 2019, from https://unsplash.com/photos/8JKt9ljLjo4