Ngong Ping 360 has skillfully revitalized the iconic Hong Kong character “My Boy” through an imaginative promotional campaign. This initiative garnered the Content Marketing of the Year - Hong Kong and Social Media Campaign of the Year - Hong Kong awards at the TDM Travel Trade Excellence Awards 2026.
The campaign aims to reach both nostalgic fans and new audiences by showcasing “My Boy” in an artistic manner, featuring collaborations with nine prominent artists from Hong Kong who presented the character through various creative formats, including 3D installations and exclusive merchandise.
Key Highlights
- Gigi Leung designed a memorable black-and-white piece evoking her childhood.
- Special collectibles include representations from local culture, such as the Ngong Ping Cable Car and the Big Buddha.
- The campaign drew increased local interest, targeting families with initiatives like a HK$30 round-trip cable car ticket for children.
- Interactive events, including an Easter-themed Egg Hunt, enhanced engagement and enriched visitor experience.
- Overall, the platforms saw a 22% increase in local visits year-on-year and substantial online engagement, with 19,420 interactions on social media.
In summary, Ngong Ping 360 not only aimed to enhance its attraction status but also celebrated the essence of Hong Kong’s cultural identity, driving both foot traffic and community connection, which were vital for sales growth during peak tourist seasons.
The TDM Travel Trade Excellence Awards - Hong Kong recognizes outstanding contributors in the travel sector. To explore the winners’ full list, click here.
