M&C Saatchi LA is thrilled to announce that their longstanding client Hong Kong Tourism Board has won two Gold Travel Weekly Magellan awards for social media campaigns they recently helped develop. Both awards were won in the Destination Marketing – Advertising/Marketing Campaign category. And this is not the first time M&C Saatchi and Hong Kong Tourism Board have won such an award! Last year, their “Best of all, it’s in Hong Kong” Social Marketing Campaign won a Silver Award in the Destination Marketing – Web Marketing/ Advertising category.

This year, one of the awards received was for the “Passion Passport Influencer Campaign,” which leveraged storytellers from Passion Passport, a community-based travel site that features a variety of travel content, from personal travel stories to informative city guides. The campaign reached mass audiences by harnessing the power of these storytellers’ social media appeal and Passion Passport’s creative zest, culminating in a :40 video (see below) on the duality of the urban landscape and great outdoors Hong Kong has to offer.

“Fast-Acting Social Marketing at Work Leveraging Hong Kong’s Great Outdoors!” won the second award. Answering the challenge of a tight-turnaround brief to push outdoor tours in Hong Kong, this campaign leveraged the firepower of five key influencers. Without the time to send the influencers to Hong Kong, we worked in partnership with iAmbassador to identify the right influencers who had experienced the great outdoors of Hong Kong previously to then push out this communication authentically to our fans.

Both campaigns show how brilliant strategy and partnership can lead to great business results, as well as industry recognition. Congratulations to all.