Building on the success of its well-received “Old Town Central” campaign last year, Hong Kong Tourism Board (HKTB) launched the “Hong Kong Neighbourhoods – Sham Shui Po” promotion on 10 September. The campaign presents Sham Shui Po as a neighbourhood where visitors will find all aspects of Hong Kong livelihood in the most authentic local flavours, showcasing the fascinating features and offerings of Sham Shui Po through an array of media and promotion channels.

To help visitors appreciate Sham Shui Po better, HKTB has invited several locals to recommend walking routes that best introduce the history, creative trends, authentic food and treasure hunting hotspots of Sham Shui Po. The routes have been uploaded to a Sham Shui Po dedicated webpage on the HKTB website, complemented by video navigation and route-finding functions on Google Map. Visitors in the area can access the HKTB website by scanning the QR codes put up on the visitor signage by the HKTB via their mobile phones, or by using the HKTB mobile app “My Hong Kong Guide”.

To highlight the unique characteristics of the district, HKTB has put up different types of decorations in various places in Sham Shui Po. Most of the decorations contain a QR code that takes visitors to the HKTB website for more information. Themed decorations are placed along the routes, which visitors can see as soon as they arrive at the Sham Shui Po MTR station, and roam around the different iconic streets and points of interest.

As for global promotions, HKTB has launched a micro-film series named Treasures of the Heart, directed by up-and-coming director Steve Chan, on its digital and social media platforms. Written by famous screenwriter Candace Chong, the series tells four heart-warming stories of treasure hunting in Sham Shui Po, which fully reveal the characteristics and hospitality of the district. Targeting ethnic Chinese markets, HKTB has invited renowned local travel and food columnist Michelle Loo to film a TV programme about Sham Shui Po. It is now being broadcast on Cathay Pacific’s inflight entertainment system.

For more information, visit http://www.discoverhongkong.com/seasia/index.jsp