Stephen Chung, director of Secret Tour HK (香港的), told Campaign Asia-Pacific that since it debuted on 10 June, the Fortunemap site has collected more than 300 stories from 100,000 visitors. Those who make a guess on the district with the highest number of fortunate stories uploaded can gain ‘mileage’ to join the company's ‘secret' tours and stand a chance of winning a Galaxy S4 smartphone.
Secret Tour HK is part of The Bees, a creative group founded by former GroupM Hong Kong CEO KK Tsang.
Secret Tour initiated the effort by contacting Fortune Pharmacal, through referral, to sponsor us, as they have been doing a lot of traditional media advertising, our proposal of the ‘fortune map’ fits their brand experience and ties into their long-standing brand spirit, 幸福要走多步 ('Fortune comes to those who take an extra step') .
This coming Saturday, Secret Tour has organized a 20-person tour to visit local shops in North Point, where Chung promised the shop owners will have uplifting stories to share about their struggles.
The agency has also organized a charity component, teaching underprivileged children in Po Leung Kuk multimedia and tour-guide skills so they can lead their own 'secret' tours in their own neighbourhoods.
Chung said one of the major objectives is to make some positive changes in society, "as it is so common nowadays that people just project their negative sentiments in the cyberspace on Facebook and online forums."
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