Introduction
Hong Kong read as a corporate stopover for Indian travellers. Meanwhile South Indian women were travelling independently for self-discovery, a high-intent cohort no destination had claimed.
Services
Influencer Marketing
Content Strategy
The Insight
52% of South Indian female travellers travel to feel part of something bigger, seeking shared passions and a sense of belonging, not just sightseeing.
Our Solution
We launched #HerHongKong, a celebrity-driven campaign repositioning Hong Kong through the authentic voices of four South Indian female celebrities, showcasing the city as a space where women live out every version of themselves: bold, curious, free and unstoppable. We cast four South Indian actresses, Hebah Patel (Luxury + Fashion), Gehna Sippy (Culture + Culinary), Kathy Davison (Calm + Wellness) and Rashi Singh (Adventure + Safety), to showcase various shades of Hong Kong through a multi-format content ecosystem, including 2 long-form YouTube films and 130 social media assets.
Business Impact
+22% — YoY growth in South Indian female arrivals
Average Length of Stay: 2 nights to 3 nights
+15pts — Leisure share of Indian arrivals