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HomeAsia-PacificHong Kong Mega Sale promotion achieves encouraging results with nearly 3.5 million visitors

Hong Kong Mega Sale promotion achieves encouraging results with nearly 3.5 million visitors

A total of 28 lucky shoppers, 14 of them visitors to Hong Kong and 14 local residents won fabulous prizes in the…

A total of 28 lucky shoppers, 14 of them visitors to Hong Kong and 14 local residents won fabulous prizes in the HSBC Mega Hong Kong<.> Sale, a major shopping promotion organised by the Hong Kong Tourism Board (HKTB<.>) between June and August 2002. Nearly four million lucky draw tickets were redeemed during the 11-week period.

The grand lucky draw prizes were drawn by HKTB Chairman The Hon Mrs Selina Chow, GBS, OBE, JP; HKTB Executive Director, Ms Clara Chong; General Manager of The Hongkong and Shanghai Banking Corporation Limited, Mr Raymond Or, as well as representatives of the various prize sponsors.

Delivering a brief summary of the promotion results, Mrs Chow said visitor arrivals for the programme period reached nearly 3.5 million, markedly more than the original target of 3.25 million. This represents an increase of 15.5% compared with the same period last year.

The promotion was designed to cement Hong Kong`s position as a shoppers` paradise. Over the last two months some 300 international media representatives have visited Hong Kong to cover the programme, Mrs Chow pointed out. Up until last week, the global publicity value topped HK$100 million. To boost publicity, more than 100 promotional activities were staged in various markets, she said.

One of our objectives was to create a citywide consumer atmosphere during the traditionally low season for tourism and other industries, in particular the retail and catering sectors, Mrs Chow said. This was done in the hope that participating merchants would leverage on this promotion and proactively promote their products to both visitors and local residents to create more business opportunities, she added.

HKTB survey results indicate that 70% of shopper respondents revealed that they were either satisfied or very satisfied with the programme with 59% of the total number surveyed revealing that they were very satisfied.

As title sponsor of the first HSBC Mega Hong Kong Sale shopping promotion the Hongkong and Shanghai Banking Corporation Limited fully utilised its worldwide network. General Manager of The Hongkong and Shanghai Banking Corporation Limited, Mr Raymond Or said HSBC and the HKTB were excellent partners in promoting tourism and retail business.

Both of us maintain very extensive networks around the world. Our marketing efforts overseas have created a synergic effect and disseminated a very strong message to major visitor markets. In addition to attracting visitors, the programme has also cemented Hong Kong`s image as a shoppers` paradise.

Staged between 15 June and 31 August, the HSBC Mega Hong Kong Sale was supported by more than 2,200 participating merchants. Industry-wide participation covered promotional activities under four different shopping themes, Fashion and Beauty, Jewellery and Watches, Consumer Electronics and Chinese Traditions.

The programme also obtained substantial assistance from a number of additional sponsors, property developers, business chambers and enterprises, demonstrating community-wide support for the tourism industry.

Mr Vincent Fang, Chairman of the Association of Better Business and Tourism Services (BBTS), said the programme provided a boost for the retail and catering industries. To create a citywide shopping atmosphere, we encouraged members to take part in the promotion and enhance services, Mr Fang said. Apart from marketing the fun of shopping in Hong Kong, the HKTB has done a lot in encouraging visitors to enjoy extra quality and service guarantees at shops accredited with Quality Tourism Services (QTS) decals, which represent around 24% of all participating merchants.

Mr Fang added that the programme helped to highlight Hong Kong`s advantages in offering an enormous variety of products. Visitors enjoy buying fashion and beauty products in Hong Kong as the city is a regional trend-setter. They are our major source of business. In the face of ever-growing competition in the region, promotions such as the HSBC Mega Hong Kong Sale should be encouraged, he said.

Exquisite, fashionable jewellery products are popular with visitors to Hong Kong, in particular those who come from Mainland China and Chinese travellers from around the world. The reasonable pricing and guaranteed purity is an added attraction. During the promotion period, visitors and Hong Kong residents enjoyed special offers provided by member outlets of the Hong Kong Jewellers` and Goldsmiths` Association and The Kowloon Pearls, Precious Stones, Jade, Gold and Silver Ornament Merchants Association.

Mr Leung Sik Wah, JP, Chairman of Hong Kong Jewellers` & Goldsmiths` Association said The HSBC Mega Hong Kong Sale has successfully strengthened Hong Kong`s leading position in the international jewellery market and would assist in drawing even more visitors.

Cutting-edge communications and electronic equipment advance almost literally with the speed of light and new products are launched onto the market virtually every day says Mr Brian Li Tze Leung, Chairman of Hong Kong & Kowloon Electrical Appliances Merchants Association. Mr Li says theme-related promotions helped stimulate visitor spending. Around 30% of our consumers are visitors. The local economy has certainly benefited from special promotions such as these, which highlight the appeal of our products.

Mr Mak Ching Po, Chairman of Hong Kong Dried Sea Food & Grocery Merchants Association Limited, also confirmed that the programme had produced positive results. Through a host of promotional activities, visitors have been given a deeper insight into Chinese traditions. Of all the products showcased, Chinese tonic food proved particularly popular as it blended gourmet dining with nutritious benefits.

The highlight of today`s event was the draw for glamorous diamond jewellery – the first and second prizes for visitors and local residents.

Participants in both categories stood a chance of winning a first prize of 10-carat diamond jewellery worth HK$1 million. The unique prizes were courtesy of 3D-GOLD, who adopted the design of Hong Kong`s Asia`s World City icon – an energetic dragon. The prize for the visitor category was won by a traveller from Mainland China.

The second prize for visitors was a Bauhinia Flower brooch with 674 diamonds, worth HK$200,000, courtesy of Hong Kong Jewellers` and Goldsmiths` Association and The Kowloon Pearls, Precious Stones, Jade, Gold and Silver Ornament Merchants Association. The brooch was also won by a visitor from Mainland China. Second prize for Hong Kong residents was a 10-carat Perfect Ten diamond-encrusted brooch, also worth HK$200,000, courtesy of Tse Sui Luen Jewellery (TSL).

Of the 14 grand prizes in the visitor category drawn today, 10 were won by travellers from Mainland China, and one each by visitors from Japan, Mauritius, Taiwan and the United Kingdom.

During the promotion period shoppers could redeem one lucky draw ticket for every HK$300 they spent at designated outlets. In each daily lucky draw during the 78-day HSBC Mega Hong Kong Sale, one winning visitor received two return air tickets from Cathay Pacific Airways or Hong Kong Dragon Airlines, while one Hong Kong resident received a 15cm gold statuette, courtesy of 3D-GOLD.

Participating merchants were also rewarded. Each merchant with a prize-winning visitor-customer won a banquet for 10 from Hong Kong Quanjude Roast Duck Restaurant Limited and a mobile phone from Orange. A merchant with a resident customer winning a prize received a mobile phone from Orange.

The HSBC Mega Hong Kong Sale has as its title sponsor The Hongkong and Shanghai Banking Corporation Limited. The event`s Lucky Draw Major Prize Sponsor is 3D-GOLD and the Official Mobile Communicator is Orange. The Official Public Transport is MTR Corporation Limited. The Official Digital Products Sponsor is Samsung Electronics Hong Kong Company Limited and the Official Logistics Company is Oriental Logistics Company Limited. A large number of other organisations also provide attractive prizes.

The HSBC Mega Hong Kong Sale is the fourth major programme of the City of Life: Hong Kong is it! campaign, organised by the HKTB in co-operation with the Hong Kong SAR Government`s Home Affairs Department, the Leisure and Cultural Services Department and the Tourism Commission, with the support of the 18 District Councils and with The Hong Kong Jockey Club Charities Trust as Principal Sponsor.

Co-Founder & Chief Editor - TravelDailyNews Media Network | + Articles

Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.