Three days in golden week holiday, more than 430,000 mainland tourists visited Hong Kong (Hong Kong Immigration Department, 2023). Compared to the week before, our inventory recorded an additional growth of 35 million impressions captured across Hong Kong; Causeway Bay alone had an increase of 33% in impressions captured.
Was the sudden increase of traffic solely relied on the arrival of mainlanders?
Before the debut of the Cantonese pop icon Keung To, 30th April was just another day in Golden Week. Today, it marks the birthday of the pop icon - Idol birthday celebrations have now been a city phenomenon.
A series of impeccable celebration event were held by the powerful fan base (姜糖). 10,000+ fans gathered at Great George Street near SOGO, transformed Causeway Bay into “Keung To Bay” by dominating nearby OOH (Out of Home) media panels. Images and videos of pop icon outdoor campaigns spotted on streets circulate on social media, creating an offline to online experience.
Apart from static posters in Bus Shelters and Tram Shelters, beloved star is often celebrated with Hong Kong iconic Tramcar that moves along tram railway in the heart of the city. More and more Tramcars are wrapped with designs featuring pop icons, offering free tram rides on behalf of the artist.
Tramcar, the hundred-year-old Icon of Hong Kong never ceased to keep up with modern changes. While the cityscape evolves rapidly, Tramcar continues its journey transporting people, as well as their hearts to where they belonged.
