HKTB: Hong Kong Tourism Board Digital Platforms

Hong Kong Tourism Board

Mirum | Hong Kong |   2018-02-02
Keywords: Mobile App | Web Application | Marketing Campaign
words | minutes read

By transforming over 500 pages of content into a responsive and highly experiential design, this new website met the modern standards of the digital era and reflected their status as Hong Kong’s premier theme park.

Challenge

Tourism has been a challenging industry in the global, to promote Hong Kong as the best city to visit, Mirum understand the importance of how we can promote Hong Kong via different digital channels, Mirum Hong Kong has been the leading web consulting and solutions partners of HKTB since 2004 and is responsible for various successful solutions rollout.

Solution

  • ‘04, ’06’, 12’ revamp Discover Hong Kong website, an one stop portal that provides all relevant and comprehensive tourists information including sightseeing tours, shopping tips, festivals, accommodations, travel highlights and bargains
  • Continued to evolve the 3-in-1 platform, presenting HK in 14 languages for 20 countries, and enabling stakeholders communicate with travelers.
  • Design and implemented the mobile sites while using existing enterprise CMS for content maintenance
  • Continuous SEO to drive more visits, page views, minimize bounce rates

Results

It is an ongoing journey of enhancement and optimization. 2017 saw an improvement compare to 2016 on key HKTB metrics:

  • Page View +20.8% (121.6 mil. vs. 100.7 mil.)
  • Visits +32.2% (50.4 mil. vs. 38.1 mil.)
  • Bounce Rate -10.4% (52.6% vs. 63.0%)

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