The Hallo Hong Kong Halloween campaign – what is the point?

What’s become of Halloween? Beyond making copywriters cringe, that is.

Halloween’s transformation into a commercial extravaganza has evolved over time.

Its first mention in the South China Morning Post dates back to November 1, 1927, where the Scottish community in the colony celebrated it with a festive dinner hosted by the Scottish Company of the Hongkong Volunteer Defence Corps. They celebrated with traditional Scottish attire, songs, and foods.

However, Halloween’s origins trace back even further, to Allhallowtide, a time dedicated to remembering saints and the departed in the Christian liturgical calendar.

Fast forward to today, Halloween is about affordable costumes – whether witches, skeletons, or trending characters like those from Squid Game. Streets like Pottinger become hubs for costumes, while children indulge in sugary treats and festivities.

Nightclubs, such as Vibes at The Mira hotel, leverage Halloween for promotional events, as does the Lan Kwai Fong Association with its annual Halloween Monster Mash. They see Halloween as a brilliant marketing avenue and, undeniably, their events are quite entertaining.

Yet, the strategy of the Hong Kong Tourism Board (HKTB) is a tad perplexing.

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Their Hallo (a pun on “Hello”) Hong Kong Halloween campaign invites visitors to dive into the city’s thrilling Halloween spirit in October, promising a myriad of “spooktacular” festivities.

A glance at the Hallo Hong Kong website reveals a focus on vibrant stickers and eye-catching billboards targeting the social media crowd.

The page suggests, “If you’re not into the frightful aspect of the holiday, the city’s vivid decorations will surely boost your Instagram presence.”

Furthermore, it adds, “This October, encounter delightful Halloween characters across Hong Kong attractions. Their blend of charm and spookiness will undoubtedly tempt you into capturing some stunning shots.”

The Hallo Hong Kong Halloween campaign – what is the point?

You can buy more stuff of Halloween here:

From TongassF, Shop Owl Fashion, BeuteeShop, Amzsmiles

Mai Linh Pham

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