Hong Kong Tourism Board partners with Durjoy Datta's novel 'Hold My Hand'

The Hong Kong Tourism Board (HKTB) has joined with Indian author Durjoy Datta to unveil the first wave of the organisation’s marketing campaign in India this year – the novel Hold My Hand written by Datta.

This is the first time ever for any National Tourism Board to collaborate with a writer for such a unique promotional campaign in India to promote a destination. The HKTB firmly believes that the passion of Indian consumers for books and Datta’s popularity in the market will generate huge interest in Hold My Hand and Hong Kong, the city where the love story in the book takes place.

At today’s media event, HKTB Executive Director Mr Anthony Lau said: “India, with its rapidly growing outbound tourism, is one of Hong Kong’s five key new markets. We hope that our groundbreaking PR initiatives, including the book, will help us consolidate Hong Kong’s presence in the market and attract more Indian visitors to Hong Kong.”

Writer of Hold My Hand Mr Durjoy Datta said: “I am very happy to be associated with the HKTB. My previous books are mostly set in urban India, and working with the HKTB gave me the opportunity to try a different setting. Having been to Hong Kong myself, I would say the city is fantastic for a romantic adventure. With its diversity and energy, Hong Kong provides the perfect backdrop for Hold My Hand, allowing me to subject the characters to a range of different emotions and experiences.”

From the novel, the HKTB will spin off a series of promotional activities, using Social Networking Services (SNS) and mobile apps, with a view to raising awareness of Hong Kong as an exciting, vibrant travel destination among Indian consumers.

Meanwhile, the HKTB is working with a reputed film school in India to run a short film contest, inviting students of the school to produce snippets of Hold My Hand. The winning film will premiere in winter, a popular season for Indian honeymooners and young couples to travel abroad, to reinforce the HKTB’s marketing effort.

Leveraging the novel, the HKTB will collaborate with major attractions and other trade partners in Hong Kong to develop a special “Hold My Hand” Travel Package that features the romantic places visited by the novel’s protagonists. It will also partner with Macau and Indian travel agents to promote multi-destination itineraries to Indian travellers.