Hong Kong Tourism Board - Annual Report 2017/18

Name of Organization / Company: Hong Kong Tourism Board, Hong Kong, China
Category: Award for Innovation in Annual Reports

Entry Title: Hong Kong Tourism Board Annual Report 2017/18 – Best of all, it’s in Hong Kong

Essay

Objectives:

The annual report is an important yearly corporate publication the Hong Kong Tourism Board (HKTB) communicates its promotional strategies, exciting initiatives and information of interest and importance to the Hong Kong public, our working partners and stakeholders worldwide. It also serves the purposes of maintaining high standard of corporate governance practices and enhancing the transparency of our operational and financial activities.

Theme:

Titled “Best of all, it’s in Hong Kong”, the 2017/18 Annual Report came in a form of mini website for the first time featuring 360-degree panoramic photos which showcase the beautiful scenes of Hong Kong. It offers an overview of the strategic initiatives undertaken by the HKTB, and many of Hong Kong’s unique experiences to reinforce the city’s position as a world-class travel destination. Apart from publicising our own initiatives, we also sought endorsement from the travel trade to illustrate how the HKTB’s promotions have benefited their business, creating a win-win situation.

Strategy, Creativity & Execution:

- High readability: the annual report provides concise content with intuitive info-graphics via the mini-site to make the details easily apprehended; .
- Visual pleasure: We carefully selected a collection of appealing photos and videos to illustrate the promotional strategies in a lively way;
- Leveraging social network: Specific social media tools were incorporated into the mini-site to encourage sharing of the annual report via email, WhatsApp, Facebook, Twitter, LinkedIn and Weibo;
- Device independent: We adopted a responsive web design philosophy, making the mini-site fully optimised for desktops, tablets and smartphones, providing audience the best possible viewing experience;
- Offline accessibility: All of the content including the audited accounts are available in PDF version for audience to download with one simple click, so that the particulars can be viewed offline anytime, anywhere.

Results:

- It has been highly appreciated by stakeholders regarding the comprehensive content covered, reader-friendliness and stylish design.

- The mini-site has effectively maximised the reach to our target audience worldwide in an environmentally-friendly way.

LINKS:

URL 1: http://www.discoverhongkong.com/eng/about-hktb/annual-report/annual-report-20172018