Hong Kong Tourism Board
Hong Kong as the easy, high-energy escape: close enough for a last-minute trip, vibrant enough to remember.
- Sector
- Travel & tourism
- When
- 2026
- Destination
- Hong Kong
- Market
- India, Tier 1 to Tier 3 cities
- Channels
- Instagram creators, paid social
Our part
Content IPs & creator activationCustomer acquisition & dataBrand strategy & positioning
Video views
120%
Reach
120%
Impressions
110%
Up to targetAbove targetRounded
| Measure | Delivered, % of target |
|---|---|
| Video views | 120% |
| Reach | 120% |
| Impressions | 110% |
The challenge
What we did
Hong Kong had to become a last-minute escape for young Indians, and hit 12M views with two creators who had under a million followers combined.
- Reframed the tripHong Kong as the spontaneous, high-energy escape for Gen Z travellers, from the metros to Tier 3 cities.
- Paired two stylesOne cinematic and visual-first, one personal and told to camera, so the city felt both big and within reach.
- Bought the distanceTreated the best reels as ads: paid social carried them across India, far past what two creators reach alone.
What changed
15M+video views
17M+impressions
3/3contracted targets beaten
Before ScaleRizz Wireless · Go-to-market strategy · 2024Read the case
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Studio14:36Mumbai, India · local time
© 2026 The Work in Progress Co. · Strategy that ships.