The Governor of Virginia’s Mission to Hong Kong
Background
Virginia’s rich history, natural beauty, and abundant cultural resources make it a top US destination for visitors. As part of the Governor of Virginia’s mission to China and Hong Kong, Eighty20 was tasked to develop and organize a private VIP luncheon and wine reception for the Hong Kong travel trade and arrange sales calls with top airlines and agents to promote Virginia as the world’s most exciting destination for leisure travel.
Solution
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We put together 2 days of one-on-one meetings, a wine reception, a VIP private luncheon, networking opportunities, and training sessions for the US Consulate General in Hong Kong and Macau, airlines, travel trade representatives and media in Hong Kong to ensure that Virginia is being packaged and sold effectively. We also celebrated the Commonwealth of Virginia’s longstanding and productive relationship with China, built on the pillars of economics and trade.
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For the content strategy part of our plan, we developed stories around ‘oyster capital of the East Coast’ and ‘outdoor beauty of Virginia’ to entice new and upcoming travellers.
Results
66
Travel agencies,
media representatives,
and wine distributors in attendance
HKD2,455,000
PR value
7,000,000
Viewership
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