A HKTB spokesperson explained that there are four traditional Chinese festivals in the months of April and May, including the Birthday of Buddha, the Birthday of Tin Hau, the Birthday of Tam Kung and the popular Cheung Chau Bun Festival, which it has packaged under a marketing platform of ‘Hong Kong Cultural Celebrations’.
This marks the first time HKTB has used viral videos to promote traditional Chinese festivals.
The HKTB video, which was created in-house and showcases the legend of the ‘Piu Sik’ ritual, puts a humorous spin on two kids working hard to master the art of Kung Fu in order to take part in the ‘Piu Sik’ parade.
The Cantonese and English versions of the video are currently running on YouTube, while the Mandarin version is showing on Chinese sites like Todou where it has received 1.33 million hits since 17 April.
In addition to a print campaign running in overseas markets, the promotion will be supported by an in-town visitors centre and mascots dressed in 'bun tower' costumes greeting visitors at the Hong Kong International Airport during early May.
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.png&h=268&w=401&q=100&v=20170226&c=1)