Hong Kong Tourism Board
Hong Kong as the girls’ getaway: close enough to feel spontaneous, vibrant enough to feel transformative.
- Sector
- Travel & tourism
- When
- 2026
- Destination
- Hong Kong
- Market
- India, metros and fast-growing cities
- Channels
- Instagram creators
Our part
Brand strategy & positioningContent IPs & creator activationCommunication strategy
Video views
160%
Reach
140%
Impressions
110%
Up to targetAbove targetRounded
| Measure | Delivered, % of target |
|---|---|
| Video views | 160% |
| Reach | 140% |
| Impressions | 110% |
The challenge
What we did
Young Indian women saw Hong Kong as a stopover. Girls’ trips are planned in group chats: it had to be the trip they send each other.
- Found the angleHong Kong as the girls’ getaway, close enough to plan on a whim, for Gen Z women in the metros and feeder cities.
- Cast for rangeA travel creator, a beauty and fashion creator and a comedy creator: one trip, three very different audiences.
- Built it to be sharedOne four-day trip, shot together: collab reels put three audiences in one story, made to be saved and sent on.
From the campaign
What changed
20M+video views
16M+accounts reached
65%+above the video-view target
for the Last
Flight OutHong Kong Tourism Board · Creator campaign + paid social · 2026Read the case
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Studio14:36Mumbai, India · local time
© 2026 The Work in Progress Co. · Strategy that ships.