Angela

Angelique

Emily

Jessie

Julie

Pinky

AgendaAgenda1.1. Background informationBackground information

2.2. Analysis of existing shopping festivalAnalysis of existing shopping festival

3.3. New packagesNew packages

4.4. StakeholdersStakeholders

5.5. Marketing Marketing

6.6. Impact AssessmentImpact Assessment

IntroductionIntroductionHong Kong – Events Capital of AsiaMany events held every year i.e. Chinese New Year Parade

Bun Festival

Hong Kong Seven

Raise event portfolio of Hong KongModify Hong Kong Shopping Festival

OverviewOverview

Source: Hong Kong Tourism Board

Income generatedIncome generated

Source: Hong Kong Tourism Board

Total expenditure : HK$140.52 billion (2007)

Average per capita spending of overnight visitors : HK$5122

Average per capita spending of same-day in town visitors : HK$1239

Shopping occupies LAREST share of spendingMost Mainland tourists without stay overnight

Background (1)Background (1)

Aims to be Mega summer shopping promotion History since Year 2000Time: summer (around July-August)

Scale: 2006 is the largest

Participating merchant outlets: > 7800

Background (2)Background (2)

Source: Hong Kong Tourism Board

Anchor showsAnchor shows Aqua Fantasia multimedia water showAqua Fantasia multimedia water show Symphony of Light Symphony of Light Enhance shopping experienceEnhance shopping experience

GGrand Lucky Drawrand Lucky Draw WWorth more than HK$2.7 million orth more than HK$2.7 million entry: entry: every HK$300 in single transactionevery HK$300 in single transaction Stimulate spendingStimulate spending

ImportanceNot ONLYONLY biggest earner of Foreign

exchange

But the SOLESOLE purpose of visit

Itself a powerful attraction

Shopping Festival showcasing &

consolidating the image

Competitors

““Competition is fierce; each one is trying to Competition is fierce; each one is trying to outdo the others…”outdo the others…” (Herald Tribune, 2005)(Herald Tribune, 2005)

Singapore: Art and Food Festival

Thailand: Aggressive Marketing

Malaysia: Street Carnival (Fire-eater)

Dubai: International Theatre, Jazz

Festival

Adjustment

ExistingExisting

Food District Activities

Grand Lucky Draw and Discount

Disorganized and monotonous

SuggestionSuggestion

Sophistication and Diversification

Package Sales

Why do we want to improve with Why do we want to improve with existing shopping festival?existing shopping festival?

• Enlarge the potential market

• Increase the tourists arrivals

• Extend the length of stay • Increase the average expenditure of

visitors by 20%

Three packagesThree packages

Hong-Kong Getaway package

Hong-Kong treasures package

Hong-Kong Fashion week package

Target marketsTarget markets

Mainly focus in Asian Market;High income to Middle income group;More dedicated to women;Distribution: Asian Travel agencies. i.e. Mainland China, Macau, Taiwan, Singapore &

South Korea

Shopping AdvantagesShopping Advantages

A more specific discount tactic; a real professional and customized service…

A map provided with A map provided with redred or or blueblue colour sticker on colour sticker on registered shops registered shops

i.e. Discount of 30% on i.e. Discount of 30% on cheap products (red cheap products (red sticker); 15% on sticker); 15% on branded products.branded products.

FACESS: FACESS: Featuring Featuring services provided services provided by professionals for by professionals for make-up and make-up and Image consultationImage consultation

This package enables you to take care about your well-being; Relaxing your body and your mind…

Getaway packageGetaway package

TAI CHI PROGRAMME: TAI CHI PROGRAMME: In Tsim Tsa ShuiIn Tsim Tsa Shui

Mr. Ng William is one of Mr. Ng William is one of Hong Kong's best-known Hong Kong's best-known masters.masters.

FITNESS PROGRAMME: LIVE PURE

Personal Yoga Lesson

The Plateau Massage : Using a combination of Shiatsu, Thai and Swedish massage techniques.

Healing Herbal Bath :

This luxurious bath soothesaching muscles, tense nerves and softens the skin. 

Adopted “body care” also in

Diet with The Fantasy

Vegetarian

Restaurant.

Hong Kong Treasures PackageHong Kong Treasures Package

This package enables you to look into present and the past; Finding out unseen mystery…

Peak Tram and Peak View Cantonese OperaAberdeen Fish Village Tin Hau TempleFusion Dinner in Hutong/ Peak Lookout

Hong Kong Fashion-Week PackageHong Kong Fashion-Week Package

Exclusively Available in Beginning week (coincide with Hong Kong Fashion Week)

Entry to the different Entry to the different exhibitors halls in HKCECexhibitors halls in HKCEC

VIP pass for one parade VIP pass for one parade (first’s rank seats)(first’s rank seats)Meeting with Fannie LauMeeting with Fannie Lau

(Local fashion designer)(Local fashion designer)

Departure GiftDeparture GiftSpecific gifts will be given for each packages.

Hong-Kong getaway Tee-shirt “Hong-Kong Shopping paradise” (Designer’s Brand) Massage kit Discount in FACESS cosmetics store

Hong-Kong treasures Tee-shirt “Hong-Kong Shopping paradise” (Designer’s Brand) Postcards of all the sites visited

Hong-Kong Fashion Week Tee-shirt “Hong-Kong Shopping paradise” (Designer’s Brand) Photo with Fannie Lau with a personal autograph

TouristsTourists

CommunityCommunity

SponsorsSponsorsIndustry Industry

AssociationsAssociations

MediaMedia

Corporate SectorCorporate Sector

Government BodyGovernment Body

Shopping Festival

StakeholdersStakeholders

Promotion

Printing AdvertisingPrinting AdvertisingElectronic AdvertisingElectronic AdvertisingMediaMedia

Programmes for Packages DetailsProgrammes for Packages Details Transportation AdvertisingTransportation Advertising

Suitable marketing toolSuitable marketing tool

Word-of-MouthWord-of-Mouth Encourage to promoteEncourage to promote

Change the perceptionChange the perception

Social ImpactSocial Impact

Become a hallmark event Like the Dubai Shopping Festival (DSF)

“Serve to strengthen social bonds as well as to spread enjoyment around” (Shone & Parry, 2004)

Locals can participate Enjoy buying and joining the activities Provide a chance for more social activities

Social ImpactSocial Impact

Economics ImpactEconomics Impact

HK $2.34 billion of spending on

shopping and dining (HKTB 2006)

Dubai Shopping Festival Attributed not just a retail event Attract around 3.6 million visitors Increase of 55per cent with an actual

increase of around US 58.86 million

Economics ImpactEconomics Impact

Estimate the modified shopping festival Stimulate lots of visitors come to Hong

Kong and spendThe revenue of the retails will increase

Reference• Associated Content. (2006). A Review of Hong Kong. (n.d.) Retrieved on November 13, 2008

from http://www.associatedcontent.com/article/67567/a_review_of_hong_kong.html?page=2&cat=16

• Braun, B.M. & Rungeling, B. (1992). The relative economic impact of convention and tourist visitors on a regional economy. International Journal of Hospitality Management, vol.11, November, pp.65-71.

• Goldblatt, J. (2002). Special Event: Twenty-First Century Global Event Management (3rd Edition). John Wiley & Sons: Canada

• Hong Kong Tourism Board (n.d.) Retrieved on November 1, 2008 from http://www.discoverhongkong.com/eng/worldwide/annu/pdf/06_07/pdf07.pdf

• Indiantelevision.com (2004). Hong Kong receives two million plus visitors in August (n.d.) Retrieved on November 13, 2008 from http://www.indiantelevision.com/mam/headlines/y2k4/oct/octmam24.htm

• PressReleaseNetwork.com (2006). Dubai Shopping Festival (DSF) - an important contributor to Dubai booming economy. (n.d.). Retrieved on November 1, 2008 from http://www.pressreleasenetwork.com/prnindex.phtml?link=newsroom/news_view.phtml?news_id=1927

• Saleem, N. (2008). Hospitality and retail sectors see positive impact. Retrieved on November 14, 2008 from http://archive.gulfnews.com/business/General/10244872.html

• Shone, A. & Parry, B. (2004). Successful Event Management: A Practical Handbook. Second Edition. Thomson Learning: London.

• Tribe, J. (1999). The Economics of Leisure and Tourism. Butterworth Heinemann: Oxford.