iDiscover Ding Ding
Hong Kong, 2018
Opdrachtgevers
HK Tramways
Partners
Agenda
Encourage tourists to use the tram to explore and promote the tram as a heritage feature
HK Tramways commissioned us to develop a hop-on hop-off route along the tramline to provide an authentic Hong Kong experience targeted at independent travellers. Passengers of the popular Tramoramic tram tour now receive a free souvenir map with 50 authentic places along the tramline.
The map is linked to a digital trail featuring behind-the-scenes material about these selected places, so that visitors know how to get there and what to order or look out for. The map lowers the threshold and facilitates tourists that would normally not find or visit these small family run establishments, to have an authentic Hong Kong travel experience.
“For two months an antique Hong Kong tram was gift wrapped in a map showing authentic living heritage in the city.”
- Tiffany Tang, project manager iDiscover
As a promotional effort HK Tramways also printed the map on a trambody and we organised a variety of activities, including tramparties, an influencer campaign with symbols on the map and a scavenger hunt for tramfans. There are also plans to develop a programme for secondary schools to map cultural assets and stories in neighbourhoods along the tramline.
