Hong Kong Tourism Board

Scenario:

• Tap into growing Muslim market – family and young professionals
• Address concerns of certified Halal restaurants and mosques

What We Did:

• Capitalise on popular Rasa Halal Orient, a travel programme that featured China and Taiwan
• Take a travel documentary approach, not a travel feature

Result:

• Dedicated 13 episodes on Hong Kong
• First ever Malaysian TV production on Hong Kong for Muslims
• No airtime investment – 973.98 times ROI
• Mar – June 2009 – AVE of RM14,609,650.00
• Received several proposals from other Malay production houses to feature Hong Kong
• Gold Award for 2009 Malaysia Public Relations Award (MPRA) – Product Brand Development category