|
|
|
|
|
case studies
|
Hong Kong Tourism Board
|
|
|
The Challenge
SARS (bird flu) devastated tourism to Asia, and particularly to Hong Kong, for many months. Once the Center for Disease Control (CDC) and World Health Organization (WHO) had lifted their travel advisories, the Hong Kong Tourism Board needed to swiftly reassure business and leisure travelers that it was once again safe to explore Hong Kong.
|
|
|
 |
The DCI Roadmap
• Distribute a press release through PR Newswire to news desks throughout North America within an hour of the announcement that the CDC and WHO had lifted their travel advisories;
• Arrange for NBC Today Show travel expert Peter Greenberg to visit Hong Kong immediately following the CDC and WHO announcement that the travel advisory was lifted;
• Host a "Welcome Back" press trip for print journalists to showcase the city as a safe - and exciting - destination for North American travelers. |
|
The Results
• A PR Newswire release, announcing that Hong Kong travel advisories had been lifted, appeared on news and travel web sites within 30 minutes of its distribution and received national pick-up in print editions within 24 hours.
• NBC's Peter Greenberg broadcast his weekly online radio show and produced stand-ups for NBC’s "Today," CNBC and MSNBC, reports which reached more than 83 million viewers, as he stood in Hong Kong and said, "I’m not wearing a mask, and neither are the people you see around me. It’s safe to come back to Hong Kong."
• "Welcome back" press trip with 13 North American writers and other proactive media outreach resulted in positive coverage in the New York Post, Miami Herald and Copley News Service, more than $1 million in advertising equivalency and travel to Hong Kong growing 7.4 percent post-SARS within six months.
| | |
|
|