In a first for the Hong Kong Tourism Board (HKTB), the “online + offline” format ensured that Hong Kong enthusiasts from around the world could take part from the comfort of their own home, despite any COVID-19 concerns.
The Online Masterclasses, a new “ingredient” for this year's Festival, became the go-to programmes, with a total of 34 classes held and generating around 850,000 views.
The most popular Online Masterclasses included the “Ah Yat Fried Rice” cooking demonstration by Forum Restaurant's Executive Chef Adam Wong; the craft beer and artisan cheese pairing class by Young Master Brewery and Monsieur CHATTÉ; and “Art of Blending: When Johnnie Walker Meets Coffee” by world-class mixologist Antonio Lai and professional coffee barista Timmy Lam.
To further leverage the Festival and enhance Hong Kong's image as a culinary capital, the HKTB also implemented several travel trade promotions in the Australian and New Zealand markets. These activities included: a bespoke HKWD EDM to trade personnel and Cruise Lines International Association (CLIA) subscribers; gifting of a local recipe book to encourage Hong Kong home cooking and the syndication of multimedia Festival content to share with their audiences.
The full videos of the Online Masterclasses are still available for free viewing on the event website, winedinefestival.discoverhongkong.com.
Website: www.theholidayandtravelmagazine.blogspot.com.au
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Tags: Hong Kong, Hong Kong Wine & Dine, Festival, wine & dine
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