HKTB crowdsources postcard photography in Instagram campaign

The winning photos in a contest launched by the Hong Kong Tourism Board (HKTB) and Grey Group Hong Kong will be printed as actual postcards and used in future international campaigns. 

From now through 30 September, shutterbugs are invited to post their photos of authentic Hong Kong experiences to Instagram with the hashtags #reframinghk and #DiscoverHongKong (or post them to the 'Reframing Hong Kong' site). The HKTB and filmmaker Andrew Lau, who appears in the introductory film above, will shortlist 50 submissions, and public voting will take place before the 10 winning photos are announced in December.

It's appropriate, but also a bit ironic, that the contest explicitly contrasts clichéd postcard images against a more authentic view of Hong Kong. The contest is one of several HKTB efforts in recent years (examples below) to portray a more diverse view of Hong after the HKTB spent many years offering nothing much beyond, well, a clichéd, postcard version of the great city. It's a welcome change.

See also:

• Why and how HKTB is underwriting a second reality-TV show with Kix
• CASE STUDY: Mobile-friendly UGC campaign overachieves for HKTB
• HKTB to feature regional celebs in 'Ultimate Brocation'
• Camera-equipped dogs introduce 'Old Town Central' for HKTB

CREDITS

HKTB
Tina Chao: Manager, Marketing
Hilda Chan: Senior Manager, Brand Marketing
Janice Fung: Manager, Brand Marketing
Veronica Chiu: Executive, Brand Marketing

Grey Group Hong Kong
Sarah Trombetta: Chief Executive Officer
Michael Knox: Chief Creative Officer
Christopher Lee: Group Creative Director
Jackie Wong: Associate Creative Director
Ella Wong: Art Director
Joanna Go: Business Partner
Bonnie Chan: Senior Account Director
Leo Yuen: Account Manager
Iris Wong: Account Executive

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