Work In Action



Fashion Shoot-working with high end fashion magazines to promote Hong Kong’s up market shopping appeal and reinforcing Hong Kong’s position as Asia’s preferred destination

Hong Kong Tourism Board, 1994 – 2012

The PR Challenge:
To promote Hong Kong as an exciting and vibrant tourist destination offering great entertainment, food, culture and shopping and to increase the number of Indonesians travelers to Hong Kong and increase visitor arrivals from Indonesia.
The PR Program:
Retained by the Hongkong Tourism Board, for over 13 years, IM&A developed relationships with strategic partners including airline, retail, restaurant and hospitality companies, travel agencies and associations for collaboration on a series of media familiarization trips to enable the press to experience Hong Kong first hand. We developed promotion programs, by-line articles and lobbied the press for feature articles and television coverage.
The Results:
The 13 year program resulted in regular and sizeable coverage of the attractions, events and special promotions in Hong Kong in the leading media, positioning Hong Kong as the favorite tourist destination for Indonesians for family vacation, nightlife and culinary destination and one of Asia’s foremost shopping paradise.