Hong Kong Weekend Adventurer - Research report

CONTENT introduction

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06 background

What is 'Culture' 08 Hong Kong tourism board

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marketing research 2

weekend weekly

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design challenge

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Objectives

Proposed strategy and concepts

46 EXPECTED Outcome technique 52

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INTRODUCTION After graduated from college, I met some new friends who love photography.

We started to ‘travel’ Hong Kong for taking some pretty photos. I found that many places are worth to go in Hong Kong. They show different aspects of Hong Kong through its environment and culture to me. But on the other hand, many foreign tourists and travelers don’t know these places as Hong Kong Government always promote Hong Kong as ‘world city’. I can’t see any local culture from it so I hope to promote with this to foreigners and let them get more understanding about ‘the real Hong Kong’.

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background Hong Kong is a popular travel city, which attracts lots of foreign visitors. It made me confused : How is a place for Hong Kong? How foreigners think about Hong Kong? The Pearl of the Orient? The Shopping Paradise? The Food Paradise?

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There’re some descriptions about building Hong Kong destination brand of Hong Kong Tourism Board in official website : ‘Promote Hong Kong globally as a leading international city in Asia and a world-class tourist destination’, ‘The Hong Kong destination brand is ‘Hong Kong. Asia’s World City‘ and it promises travellers that ‘every moment is a different world’ here. What makes our destination brand special and distinctive is a set of four attributes, or ‘brand DNA’.’

If Hong Kong is eat meets west, multi-cultural,

what is the local culture in Hong Kong ?

Why can’t we use local culture to attract visitors ?

That’s why a series of travel guide can hope to discover Hong Kong culture, and promote to visitors.

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background

what is culture ‘Culture’ this word sounds so complicated and it’s hard to explicate. When I studied a course last semester that is about culture, ‘Chinese and Western Cultures’, there are some definition of ‘Culture’.

Some aspects of human behavior, such as language, social practices such as kinship, gender and marriage, expressive forms such as art, music, dance, ritual, religion, and technologies such as cooking, shelter, clothing are said to be cultural universals, found in all human societies.

It means that ‘Culture’ related some human societies.

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background

what is culture But it come out another question: Many people said that, 'Hong Kong is not a place for developing arts and culture because people only focus so much on finance and care about short-term interest.'

Is Hong Kong really a cultural desert?

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background

Hong Kong Tourism Board

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There’re some descriptions about building Hong Kong destination brand of Hong Kong Tourism Board in official website : ‘Promote Hong Kong globally as a leading international city in Asia and a world-class tourist destination’, ‘The Hong Kong destination brand is ‘Hong Kong.

Asia’s World City‘ and it promises travellers that ‘every moment is a different world’ here. What makes our destination brand special and distinctive is a set of four attributes, or ‘brand DNA’.’

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background

Hong Kong Tourism Board Four attributes of Hong Kong

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NON-STOP INTENSITY

COMPACT VARIETY

A city that never sleeps, Hong Kong is bursting with an energy that never fails to exhilarate visitors. Dull moments do not exist here.

Hong Kong makes life easier for travellers! No other place packs such a variety of rich and diverse experiences into an area that is so easy and fast to get around.

FASCINATING CONTRASTS

DISTINCTLY TRENDY

East, West, urban, natural, modern or ancient, in Hong Kong strikingly different worlds coexist, offering visitors an amazing array of contrasting experiences.

By adopting and adapting global trends, Hong Kong nurtures its own unique style to offer products and experiences sought after the world over.

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Conclusion We can clearly find out a few standpoints that Hong Kong Tourism Board wants to promote the image of Hong Kong :

- an international city - pursue high quality lifestyle - multi-cultural - materialism 16

background

Hong Kong Tourism Board But actually, we can’t see any unique or cultural characteristics can represent Hong Kong.

There’s some questions on my mind :

what is the local culture in Hong Kong?

Why can’t we use local culture to attract visitors?

They inspired me to design a series of travel guide, to discover Hong Kong culture, and promote to visitors.

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Marketing research 19

Marketing research

Weekend Weekly Weekend Weekly’ is a leisure weekly magazine : leading travel, dining, and consumption concept

advocate ‘eat, drink and be merry’ ‘consumerism’ : teenagers Target audience

middle and high class residents in Hong Kong

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: Bundled in two books Publication

has three major themes

The main book is a travel and destination guide on smart travel news and tips The supplementary booklet has an eat-and-drink section called “Ichiban” and a “Go Green” section dedicated to environmental and conservation themes and stories.

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Expect Publication‌ multimedia interactive platforms : facebook, website, instagram, youtube daily updated the latest travel, dining, and consumptions’ informations 22

Advantage : travel plans (Hong Kong) 1) 2)

same district’s travel plan Classify different hobbies or lifestyle, suggest suitable travel plan

There’re articles and videos show the information of the travel plans so it is a suitable and convenient method for travel guide.

It’s common that some headings use ‘must buy’, ‘must go’, ‘must eat’ these kinds of words to attract readers’ awareness. They made you feel like, if you haven’t buy/ go/eat something; you haven’t catch up the trend.

Travelling should feel and experience by traveller themselves, discover something interesting by themselves, not depends on travel guides’ information. That’s why I think those words may not suitable used in travel guide.

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design challenge

Target Audience foreign visitors 24

Hong Kong is…

Current perception What they think now

1)

The Pearl of the Orient : One of city of China, contact to global and have a little international force

2)

The Shopping Paradise : Many shopping malls as it’s convenient to shopping. Most of international brand

both can found there.

3)

The Food Paradise : Many countries‘ delicacies have grouped there.

4)

Local culture : Can’t recognize

Desired perception What I want them to think 1)

Hong Kong local culture

2)

extended value ：Spirit of Hong Kong, hospitality

Intangible Cultural 25

Objectives Visitors can experienced by themselves, feel the real Hong Kong.

Re-building the Hong Kong image of visitors through local culture, to Spirit of Hong Kong, hospitality

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Proposed strategy and concepts

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- Feel & experience the real Hong Kong - Classify different hobbies’ traveller

and suggest places for them

1) artist 2) architect 3) photographer (beginner) 4) photographer (adventurer) 29

concept

artist

- The places that grouped Hong Kong artists (e.g. Artists’ studios) - Not suggest Hong Kong Museum of Art (by government)

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Because of some political and sensitive issue, some local artists’

artworks will not be accepted to display. It only hold international

artists exhibitions.

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concept

artist 1) 牛棚藝術村 Cattle Depot Artists Village

- Grade III historic buildings in Hong Kong

2) 元創方 PMQ

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location selection

3) 伙炭藝術家工作室開放計劃 Fotanian Open Studios

- A major annual event in the local art scene.

- Many artists take refuge in the spacious lofts of vacant industrial buildings in Fotanian since 2000.

- The artists throw open their doors in several consecutive weekends to welcome the general public.

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concept

architect

- Discover Hong Kong unique architectures --- Estates - Residents’ living environments can reflect local culture - Some estates’ structures have its own effects - Geometric architecture style can be found through these three estates

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concept

architect location selection

1) 愛民邨 Oi Man Estate

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2) 勵德邨 Lai Tak Tsuen

3) 南山邨 Nam Shan Estate

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1) 大東山 Sunset Peak 38

concept

photographer

beginner

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concept

photographer

location selection

2) Aircraft Maintenance Area 機場維修區

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beginner

3) Sam Mun Tsai 三門仔

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concept

photographer

- Find out some special places in Hong Kong

adventurer

- Local ruins - Each ruin have its stories - Can reflect some historical period 廢墟攝影潛規則

「不公開拍攝地」、「不破壞一物」 以免被民眾破壞。

Ruins photogaphy rules

'Don't tell the venue overtly.'

'Don't distory anything.'

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concept

location selection

photographer 只公開廢墟所在地區，不完整說明詳細地址。 Only overt the district of ruins, won't tell the address detaily.

1) (North New Territories) 新界北 44

adventurer

2) East New Territories 新界東 3) Northwest New Territories 新界西北

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EXPECTED Outcome travel guide (printed book) website promotional video 46

The characteristics of this travel guide / The difference to traditional travel guide -

focus on personal hobbies/lifestyles

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get more knowing about Hong Kong

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will not promote which place or which item should go or buy, we would like visitors feel

and experience by themselves

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EXPECTED Outcome

travel guide (printed book) website 48

(i)

Travel Guide – A series of painted books

(ii) Website Based on traditional travel guide but get some change.

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Classify different hobbies’ traveller and suggest places for them

e.g. artist / architect / photographer

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Introduce some unique, cultural and local place

(difference: not suggest some normal place that always mentioned at guide book)

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Give general information (transformations / address)

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Only suggest places, not said ‘must’ go/buy 49

promotional video

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(iii) Promotional video - Each theme create one video.

- It’s about‌

There’s four person which act as

artist or architect or photographer (beginner & adventurer)

use third person to take video

see how they travel these suggested places and discover something interesting 51

technique

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- PHOTOGRAPHY - VIDEO PRODUCTION - PUBLICATION DESIGN - WEB DESIGN

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