How Ngong Ping 360 is preparing for HK opening

The Hong Kong government said on April 14 that several types of premises would reopen, including theme parks. Earlier, the Hong Kong Tourism Board predicted that Hong Kong will receive around 9.6 million inbound travelers to the city in the second half of 2022. After a hiatus of more than three months, Hong Kong attractions will receive at new visitors on April 21. Before resuming activities, INTERACTIVE-MARKETING spoke to Ngong Ping 360 about his business plan for the coming months, his marketing strategies and his collaborations with other companies to create better synergy.

To accompany the government’s announcement, Ngong Ping 360 said cable car service will resume at 10 a.m. on April 21, 2022. Indoor attractions in Ngong Ping Village, including the Cable Car Discovery Center and Motion 360, will also reopen. However, as Hong Kong is still implementing strict border control measures, the city’s attractions mainly depend on local customers and Ngong Ping 360 is no exception.

Plans after the fifth wave

The Hong Kong government will relax some pandemic control measures on April 21, while the Hong Kong Tourism Board has even predicted that Hong Kong may reopen its border in the second half of 2022 with a total of 9.6 million visitors coming to the city. As a major tourist attraction located on Lantau Island, Ngong Ping 360 said it will leverage its position in the city’s tourism industry in the coming months.

“We want to create a reason worth visiting for Hong Kong people. We want to instill a sense of wanderlust, positivity and resilience, and produce interactive online content to meet the needs of our visitors” , said Andy Lau (pictured right), general manager of Ngong Ping 360. Lau said that in the coming months, the company will continue to promote various tourism offers and add more attractive offers, as the team foresees strong competition in the tourism industry.

“In addition, we will strengthen the destination positioning of our outdoor destinations, hoping that customers can enjoy breathtaking natural scenery,” he said.

In the second half of 2022, Ngong Ping 360 will continue to increase ticket sales and generate visits by launching seasonal events, leveraging their popularity to drive initial adoption and tap into the short-term entertainment trend. Additionally, in the fourth quarter of 2022, Ngong Ping 360 will launch a new ropeway project, hoping to boost local patronage by positioning Ngong Ping 360 as an outdoor destination for families and friends.

With the possible reopening of the Hong Kong border in the second half of 2022, the Hong Kong Tourism Board has predicted that there will be a significant growth in arrivals in the second half of 2022, reaching 9.6 million travelers incoming from China and the rest of the world.

The city has also implemented one of the strictest measures in the world to control the pandemic. This included tightened border measures and lengthy quarantine measures. In 2021, there were only 91,398 arrivals, representing a 97.4% drop from the 3.57 million inbound travelers in 2020. The number of arrivals from China also fell by significantly in 2021, decreasing by 97.6%, from 2.76 million to 65,694.

Lau explained, “In the short term, we plan to launch a series of promotions in the Greater Bay Area to attract cross-border travelers. We will also relaunch the Tai O Culture and Heritage Tour and tailor-made private group tours, stay programs with hotels on Lantau Island shortly after the reopening of borders.”

np360 pocari sweatIn the long term, Ngong Ping 360 will host and actively participate in the programs initiated by HKTB to promote the city. The attraction will also work with overseas partners and the HKTB following the easing of travel restrictions.

Tourism Industry Trends in Hong Kong

Amid the pandemic, Hong Kongers can barely travel but are flocking to country parks to enjoy nature. Lau thinks outdoor activities will continue to be a trend. Visitors also prefer to travel in small groups to ensure safety as well.

“Also, they will be more focused on the purpose of the activity and may not be willing to take the cable car just for the beautiful view. It is therefore crucial that we create more successful and unique campaigns that meet the needs post-pandemic visitors,” Lau said.

Although the number of local and international visitors is expected to rebound after the easing of pandemic control measures, Lau said the business environment will be even more difficult in the future. To follow the new trend of green and healthy tourism, 360 Holidays, the subsidiary travel agency of Ngong Ping 360, will relaunch “360 Private Lantau Tour”.

“These days, local tourists prefer more in-depth cultural travel experiences. Our tour will allow small groups of guests to enjoy a private tour of various Lantau attractions, workshops and itineraries of their choice, offering them their preferred route at the best price,” Lau 360The changing role of marketing

As customer preferences are constantly changing, Ngong Ping 360 aims to create innovative ideas as part of its brand image to keep things fresh. “The impression that customers have of a brand is strongly influenced by their experiences, so it is important for us to give our customers a feeling of newness when they visit us. So we have to generate brand new content and stimulate social buzz for Ngong Ping 360. These activities will help to improve pre-arrival tourists’ awareness about us and increase our visitor numbers,” Lau said.

He added that Ngong Ping 360 also applies integrated marketing strategies to connect and interact with potential visitors, engaging them through marketing communication channels to help them along their journey from awareness to loyalty and loyalty. advocacy.

Since expanding its customer base from family groups to a range of demographics, including young people, Lau shared that Ngong Ping 360 has also transformed the way it approaches competition and collaboration. Since collaboration can generate healthy synergies, he said leveraging partners’ resources can help achieve a win-win situation in difficult times. Meanwhile, Ngong Ping 360 also acquires information from various data sources and studies market trends. The data allows the company to offer directions for subsequent campaigns.

Resonating with the target audience

In total, Ngong Ping 360 welcomed around 460,000 visitors to the attractions last year, with the number of local visitors increasing by 132% year-on-year. “Travel restrictions amid the pandemic have impacted the tourism industry. To attract local tourists, new elements and variety are essential to entice them to visit,” Lau said.

He added:

We have segmented our target customers into two groups: families with children and young people. We have designed different elements and worked with different partners to create events targeting the needs of these distinct groups.

Ngong Ping 360 launched events based on this segmentation. Lau said that the “families with children” group tends to look for fun and educational activities for children, so he collaborated with Hang Heung Cake Shop to organize the “Hang Heung 100 Exhibition cum Eggs-plore 360” event. He added that the event included decorations recreating scenes from ancient Hong Kong and egg hunt games, targeting parents and children respectively. The number of local visitors increased by 800% year-on-year during the Easter holidays in 2021. stagrammable egg spot oversized hang heung woman cake gift box 3Last summer, Ngong Ping 360 took advantage of the popularity of the Tokyo 2020 Summer Olympics and co-launched the “360 Sweatival Sports Gala” with Pocari Sweat. By working with influencers and actor Kenny Wong, who starred in Ossan’s love (HK version), the event sparked engagement and excitement among young people. These successful events demonstrated how cross-industry partnerships can create synergies and benefit the brands involved.

Besides offline campaigns, Ngong Ping 360 also leveraged online platforms to generate awareness. For example, the company launched the “360 Sweat Coins” game on Instagram, allowing users to earn coins by playing a personalized Instagram camera filter game. Lau said the number of followers on Instagram has increased by 48% and the game has appealed to a younger demographic as more than 65% of followers are between 18 and 34 years old.

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