MKTG3030 Group Task: Hong Kong Tourism Board

Session: A or B Group No. ____________

This group task asks your team to help Hong Kong Tourism Board (www.discoverhongkong.com)
develop marketing communication ideas. Your goal is to promote Hong Kong as a world-class travel
destination, showcase unique Hong Kong experiences, and drive high-yield overnight arrivals.

1. Choose an existing market of HKTB (e.g., The Mainland China market, short-haul markets, long-
haul markets, new markets) as your target audience. For the chosen target market, assess the
strengths and weaknesses of Hong Kong vis-a-vis its competition (other travel destinations) on
various dimensions including “product”, “price” and “promotion.” It is recommended that you
use the following table, and then provide your brief summary evaluations (i.e., How does HK
compare to its competitors regarding the 3P elements?).

Our chosen target market is: _________________________________________________

Hong Kong Competitor 1: Competitor 2: Competitor 3:

Product

Price

Promotion

Summary evaluations of the competition situation:

____________________________________________________________________________

____________________________________________________________________________
 ____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

2. If you were to design an IMC campaign targeting your chosen group of audience, what would be
the campaign’s primary communication objective(s)? And what would be the key message(s) to
be communicated to your target audience?

3. Propose an (ideally creative) activity that would help HKTB to better promote Hong Kong to
your chosen group of target audience.

** Each group please send one set of answers to our TA, Nova Tan (novatan@cuhk.edu.hk)
before the next week’s lecture. Try to provide succinct answers to all questions. The group
task is also posted online for your reference.