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Nielsen’s Mainland Tourist Study: Hong Kong Continues to Pull at Heartstrings of Mainland Tourists

Betty Tűndik

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Photo by Moritz (Pixabay) - Hong Kong Skyline
Reading Time: 2 minutes

 

Over 90% of Mainland visitors said they will return to Hong Kong again within the next 12 months, with a 4% growth in planned spending for the next trip.

Connection between Hong Kong and other Mainland cities has been strengthened since the recent completion of the Hong Kong-Zhuhai-Macau Bridge and the Guangzhou-Shenzhen-Hong Kong Express Rail Link. More Mainland visitors are already travelling to Hong Kong via coach or train compared to 2017.

Number of tourists visited Hong Kong in November 2018 surpassed same period in 2017 with a 26% leap*. With the on-going GBA initiatives and the convenience brought by the new gateway access to Hong Kong, the influx momentum is expected to continue. Not only the high-end market of finance, trade, logistics and professional services in Hong Kongwill benefit, the new market potentials for tourism related industries, especially retail, will also be underpinned.

INCREASED TRAVEL SPENDING ACROSS ALL SECTORS

According to the latest Nielsen Annual Mainland Tourist Study, each traveler spent HKD 21,000 per trip in Hong Kong indicating 3% growth vs. 2017. Shopping continues to lead as the highest spend sector (45%) in their trip; accommodation, dining and entertainment each contribute evenly on their overall expenses. Having said so, spending across all four sectors recorded positive uplifts.

EXPERIENTIAL RETAIL: STAYING NEW BY CONSTANT RE-INVENTION

Though spending power is seen increasing year on year, travel appetite to Hong Kong is facing tough challenge – products are perceived to be similar between Hong Kong and other Mainland cities. It is inevitable for Hong Kong to steer focus beyond product offering to service. Experience helps to establish emotional tide and is always timeless. “Transforming each trip from a shopping mission to an inspiring travel experience can drive repeat visitation and such experience can best be offered through the brick and mortar channel in Hong Kong,” said Michael Lee, Managing Director of Nielsen Hong Kong and Macau.

“Unlike other destinations with abundant cultural attractions, developing an inspired travel experience in Hong Kongwould require a seamless, cross-industries (shopping, accommodation, food and entertainment) collaboration. This helps to turn our cultural similarities with Mainland visitors to an advantage for making the experiential retail a true success,” Lee suggested.

OMNICHANNEL LANDSCAPE: SEIZING THE E-COMMERCE OPPORTUNITY BY TRANSFORMING BRICK-AND-MORTAR RELATIONSHIP UNDER THE TECH-LED ERA

According to the study, almost 30% of Mainland visitors make online purchases in overseas e-commerce platform. Cross-border online shopping has started showing its impact on Mainland visitors’ shopping behavior during their trips to Hong Kong. More are claiming spending in the brick and mortars shop during their trip would be lowered as a product is available online. “An integrated omnichannel strategy can help Hong Kong retailers to address the change of traveler purchase behavior as they convert part of their purchase to online,” said Lee.

*Source: Immigration Department – Visitor Arrival Statistics November 2018

About Nielsen’s Mainland Tourist Study

Nielsen Mainland Tourist Study diagnosed travel patterns, shopping behaviour, and the visiting experience of Mainland Chinese visitors in Hong Kong on different tourist’s attractions and the related since 2010. The research was conducted in August and September 2018, and the latest findings of the survey was based on online interviews of 1,106 mainland visitors from Greater Bay Area as well as other key cities, aged between 18 and 65, who travelled to Hong Kong over the past 12 months.

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The Canary Islands Create a Video to Replace Blue Monday With True Monday

Betty Tűndik

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The Canary Islands create a video to replace Blue Monday with True Monday (The Canary Islands)
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The international #TrueMonday campaign is being launched from the Canary Islands to advertise this initiative

For years the Canary Islands has been battling Blue Monday, a fake news story that claims that this is the saddest day of the year. As part of its effort to get back and stand up for good vibes, the Canary Islands want to turn this non-existent event into a day to combat fake news.

The goal is to kill off Blue Monday once and for all and turn it into True Monday. To do so, the Canary Islands have created an informative video with messages as blunt as “Don’t let any comments, any news, any made-up formula manipulate your feelings. It’s time for us all to start improving the climate”.

In addition, in coming months, officials in the Canary Islands will work to turn the third Monday in January into the International Day Against Fake News, a day to combat all the lies and untruths that sow tension, discord and bad vibes.

The stopbluemonday.com website describes this commitment through a manifesto and includes tips for identifying fake news, measures for getting back the good vibes and a quiz so users can check their knowledge.

Goodbye Blue Monday, hello True Monday

In 2005, using a completely made-up formula, Professor Cliff Arnall, from Cardiff University (United Kingdom), declared that the third Monday in January was the year’s saddest day. This initiative was part of an advertising campaign for a travel agency.

Even though its credibility was called into question from day one, to the point that even Cardiff University called it “a farce”, the media, including social media, continued to spread the news year after year.

The Canary Islands managed to get none other than Professor Arnall himself to publicly disavow his Blue Monday creation and join the #StopBlueMonday movement. “It’s time to finally stop letting made-up comments, news or formulas manipulate our feelings and for everyone to start improving the climate”, said the professor.

In short, the goal of the initiative is to remove the day devoted to sadness from the calendar once and for all and, in its place, to raise society’s awareness of the fight against the type of fake news that created it.

 

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Former NBA Star Dikembe Mutombo Joins Autonomous Brand Safety Company CHEQ

Vlad Poptamas

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Photo source: en.wikipedia.org
Reading Time: 2 minutes

The company’s new Chief Blocking Officer is also the center of its new ad campaign, launching today

Military-grade ad-verification company CHEQ has announced the appointment of legendary NBA shot blocker Dikembe Mutombo as Chief Blocking Officer, a new advisory position at the company, and the launch of an advertising campaign that breaks today featuring him.

“Dikembe’s reputation and legendary defensive skills best illustrate what CHEQ does millions of times a day in digital advertising–block ads from being served in unsavory environments,” said CHEQ CEO, Guy Tytunovich. “For years Dikembe protected rims, and we protect brands. We are a match made in heaven, and now we’re like family. We also expect to gain from Dikembe’s wisdom and winner mentality, as he becomes an integral part of our advisory team.”

In addition to teaser ads, the online campaign is centered on a video, featuring the sports star, and it opens with Mutombo addressing the camera.

“Hello my friends. I’m Dikembe Mutombo, and CHEQ appointed me to be their Chief Blocking Officer because I know how to block,” he says. Several quick takes follow depicting him in hilarious scenarios in which he can “block” something.

The first shows him against a beach backdrop wearing floaties, sunglasses and an umbrella hat. “Sun block,” he says as the scene switches to a couple who are about to kiss during dinner at a restaurant. “Cock block,” Mutombo barks in his gravelly voice, slamming a statue of a rooster in between them.

That scene is followed by situations in which Mutombo announces the action or items that can be blocked or paired with the word “block,” including “building block,” “road block,” “wood block,” “chopping block,” “blockchain,” “blockbuster,” and “block party.”

The spot ends with Mutombo, wearing a fedora and sitting before a typewriter, as he struggles to find the word that goes with “writer’s.”

A voiceover interrupts as the CHEQ logo appears on a white backdrop. “Brand safety. Ad fraud. At CHEQ, we don’t just measure the damage. We block it.”

Cut back to Mutombo at the typewriter when he has an epiphany: “Writer’s block!” he shouts.

Mutombo’s professional basketball career began in 1991 with the Denver Nuggets and spanned 18 years. His finger wag at opposing players after he blocked their shots became his trademark during his ascent to legendary status as one of the greatest defensive players in the history of the NBA.

“When CHEQ approached me with the idea of becoming Chief Blocking Officer, I immediately was intrigued,” Mutombo said. “This isn’t just another celebrity endorsement deal. It really is the perfect match of spokesman and company offering. I’m proud to be on the CHEQ team.”

Besides the Denver Nuggets, Mutombo played for the Seattle SuperSonics, the Atlanta Hawks, the Philadelphia 76ers, the New Jersey Nets, and the New York Knicks during his NBA career. He retired in 2009 while playing for the Houston Rockets.

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Park Group Expands Its Multi-channel Marketing and Analytics Capabilities With the BlueVenn Marketing Hub

Vlad Poptamas

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Reading Time: 1 minute

 

– Park Group will use the advanced analytics and marketing automation capabilities of BlueVenn for targeted, multi-channel marketing

– The platform will enable cross-channel personalisation by integrating email, mobile, direct mail and SMS marketing channels

Park Group plc, the UK’s leading multi-retailer redemption product provider to corporate and consumer markets, has selected the BlueVenn Marketing Hub to enhance its multi-channel marketing and real-time personalisation capabilities.

The investment in BlueVenn technology will empower the marketing team at Park Group to provide a personalised customer experience across channels and devices by integrating their email, mobile, direct mail and SMS marketing channels. Using its marketing automation and analytics capabilities BlueVenn will centralise Park’s marketing campaigns into one platform and will automate the delivery of targeted customer journeys.

Speaking about the partnership, Steve Klin, BlueVenn CEO said: “Park Group is an innovative brand supporting the UKand Ireland retail industries and is a truly multi-channel business. I’m therefore delighted that Park Grouphas selectedBlueVenn to provide their multi-channel marketing technology andthat we can support the marketing teamwith their vision.”

Nicola Milford, Commercial Manager at Park Group, added: “We are constantly seeking ways to help improve our customer experiences and that means embracing new channels of communication and delivering more relevant, personalised and timely messages. The BlueVenn solution will help us to streamline our processes, drive better efficiencies and help us add more value.”

Steve Miller, Chief Information Officer at Park Group, further added: “By putting the voice of the customer at the heart of what we do our partnership with Blue Venn is a significant step towards delivering our recently announced strategic focus on clarity, experience, productivity and appeal. This is a step change in our marketing and communications capability and will help drive our digitally enabled product and customer future.”

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