Hong Kong Tourism Board · Integrated campaign
Hong Kong, Your Way
I led a human-directed AI creative team to turn a broad destination brief into a connected campaign designed around how travel advisors sell.
Hong Kong, Your Way · Integrated Campaign Experience & Digital Touchpoints
Campaign VisualThe challenge
Make a destination easier to sell.
Hong Kong offered advisors a wealth of experiences. The opportunity was to help them find the right journey for each client — and move from inspiration toward planning.
The strategic shift
From showing everything Hong Kong offers to helping advisors find the right Hong Kong journey.
Journey first
Holiday, stopover, or Hong Kong & Beyond.
Interest second
Shortcuts to experiences suited to different travelers.
Action next
Practical planning, offers, and hotel information for the advisor workflow.
Campaign in action
The site brings together three journey types, traveler-interest paths, destination experiences, event content, and hotel information with GDS references.
300 × 250 & 180 × 150 display creative
The creative decision
Keep the utility. Lose the overload.
When the content began to read like a travel guide, I led a tighter structure that kept the useful detail while making the next choice easier. Macao became an optional extension, keeping Hong Kong at the center.
Human-led AI collaboration
Jen
Creative direction
Set priorities, made key decisions, reviewed work, and guided revisions.
Iris
Strategy
Shaped the journey-first proposition and experience architecture.
Leo
Copy & editorial
Developed and refined the campaign copy across formats.
Lyra
Design & UX
Developed responsive design concepts and coordinated visual assets.
AI supported the work under human direction; this was not an autonomous agent pipeline.
A connected campaign that turned destination strategy into useful experiences across web, email, and GDS creative.