press release 新聞稿 · sham shui po. it is now being broadcast on cathay pacific’s inflight...
TRANSCRIPT
PRESS RELEASE 新聞稿
Date 10 September 2018 Total Pages 6
HKTB launches Sham Shui Po promotion
Presenting to visitors the most authentic Hong Kong neighbourhood
Hyperlinks to press release, photos and related information:
Photos and other related materials: ftp://SSP2018-b:[email protected] Press release: https://partnernet.hktb.com/en/about_hktb/news/press_releases/index.html
Treasures of the Heart micro-film series:
https://www.youtube.com/playlist?list=PLTNTHFm3Cu_vFB6bGauhwpXcwPNnf1yxn
Building on the success of its well-received “Old Town Central” campaign last year, the
Hong Kong Tourism Board (HKTB) launched the “Hong Kong Neighbourhoods – Sham Shui
Po” promotion today (10 September). The campaign presents Sham Shui Po as a
neighbourhood where visitors will find all aspects of Hong Kong livelihood in the most
authentic local flavours. The HKTB will showcase to visitors the fascinating features and
offerings of Sham Shui Po through an array of media and promotion channels. A number of
walking routes recommended by locals will also be introduced, complemented by themed
decorations displayed at various locations to help visitors experience the charm of Sham Shui
Po.
The HKTB held the launch ceremony of the campaign today on Fuk Wah Street in Sham
Shui Po. The ceremony was officiated by Mr Edward Yau, Secretary for Commerce and
Economic Development of the HKSAR Government, Dr Peter Lam, Chairman of the HKTB,
the Hon Yiu Si Wing, Legislative Council Member, and Mr Ambrose Cheung, Chairman of
the Sham Shui Po District Council.
The Secretary for Commerce and Economic Development, Mr Edward Yau, said, “We
have been striving to enhance the competitiveness of our tourism industry. We released a
development blueprint for Hong Kong's tourism last year setting out development strategies
and relevant measures to achieve this. The district promotion campaigns of the Tourism Board
are in line with the strategy raised in the blueprint to develop tourism products with local and
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international characteristics, thereby enriching visitors’ travel experience in Hong Kong.”
Dr Peter Lam, Chairman of the HKTB, said, “Last year, the HKTB rolled out the ‘Hong
Kong Neighbourhoods’ promotion to encourage visitors to explore Hong Kong beyond the
traditional tourist areas, with the aim of expanding their footprint and extending their length of
stay in Hong Kong. Visitors nowadays look for a more in-depth travel experience. In Sham
Shui Po, they can experience the authentic everyday lives of Hong Kong people. Sham Shui Po
has a fascinating mix of traditional and trendy elements, with many cool and creative shops
attracted to the neighbourhood in recent years. In addition, there is Michelin-starred food to
enjoy and a number of shopping streets and open-air street markets with different themes, all
of which offer a rewarding experience for visitors. Our promotion is also in line with the
government’s development blueprint for Sham Shui Po, creating synergy with the future
development of the district.”
To help visitors appreciate Sham Shui Po better, the HKTB has invited Dr Joseph Ting
and three locals to recommend walking routes that best introduce the history, creative trends,
authentic food and treasure hunting hotspots of Sham Shui Po. The routes have been uploaded
to a Sham Shui Po dedicated webpage on the HKTB website, complemented by video
navigation and route-finding functions on Google Map. To obtain interesting information at
the various points of interest in Sham Shui Po, visitors in the area can access the HKTB
website by scanning the QR codes put up on the visitor signage by the HKTB via their mobile
phones, or by using the HKTB mobile app “My Hong Kong Guide”.
To highlight the unique characteristics of the district, the HKTB has put up different types
of decorations in various places in Sham Shui Po, like in the MTR station, on the lamp posts
along major roads and streets, the street-facing wall of the neighbourhood landmark Dragon
Centre, street railings as well as CLP Power’s pillar boxes. The design of the decorations was
inspired by the iconic red, white and blue canvas rooted in Sham Shui Po, along with graphics
of buttons, zippers, nostalgic toys, and so on. Most of the decorations contain a QR code that
takes visitors to the HKTB website for more information. Themed decorations are placed
along the routes, which visitors can see as soon as they arrive at the Sham Shui Po MTR
station, and roam around the different iconic streets and points of interest.
As for global promotions, the HKTB has launched a micro-film series named Treasures of
the Heart, directed by up-and-coming director Steve Chan, on its digital and social media
platforms. Written by famous screenwriter Candace Chong, the series tells four
heart-warming stories of treasure hunting in Sham Shui Po, which fully reveal the
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characteristics and hospitality of the district. Targeting ethnic Chinese markets, the HKTB has
invited renowned local travel and food columnist Michelle Loo to film a TV programme about
Sham Shui Po. It is now being broadcast on Cathay Pacific’s inflight entertainment system. As
for trade partnerships, the HKTB will continue to organise familiarisation tours to Sham Shui
Po for overseas trade and co-operate with them to promote the neighbourhood.
The HKTB has also published a Sham Shui Po Self-guided Walks guidebook, offering
walking routes recommended by local personalities and 65 thematic points of interest. The
printed version of the guidebook is available at HKTB Visitor Centres, and an online version
can be found on the HKTB website for browsing or download.
Photo Caption 1
(from left to right) Mr Ambrose Cheung, Chairman of the Sham Shui Po District Council, Mr
Edward Yau, Secretary for Commerce and Economic Development of the HKSAR
Government, Dr Peter Lam, Chairman of the HKTB, and the Hon Yiu Si Wing, Legislative
Council Member, officiated at the launch ceremony of the “Hong Kong Neighbourhoods –
Sham Shui Po” promotion.
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Photo Caption 2
Mr Edward Yau (middle), Secretary for Commerce and Economic Development of the
HKSAR Government, Dr Peter Lam (third right), Chairman of the HKTB, the Hon Yiu Si
Wing (second right), Legislative Council Member, and Mr Ambrose Cheung (third left),
Chairman of the Sham Shui Po District Council, along with local personalities participating in
the Sham Shui Po promotion.
Photo captions 3-5
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Mr Edward Yau, Secretary for Commerce and Economic Development, and Dr Peter Lam,
Chairman of the HKTB, visited several points of interest in Sham Shui Po. They had a taste of
the Michelin-recommended street food, dropped by the flagship store of a local trendy
backpack brand, popular among visitors, and visited the filming location of a famous scene in
the celebrated Hong Kong movie Infernal Affairs on Apliu Street.
Photo Captions 6-9
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The HKTB has installed themed decorations in various places in Sham Shui Po, such as inside
the MTR station, on lamp posts and in a special point of interest, etc. Most of the decorations
contain a QR code. These decorations create an inviting ambience and demonstrate the unique
characteristics of Sham Shui Po to visitors.
- End -
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