The '100 Days of Wonders' Promotion

The largest of the HKTA's post-reunification promotions in 1997 was the
100 Days of Wonders campaign, which began on July 1 and ran until
October 8. It was organised to boost arrivals in the traditional low season
and reduce the 'wait-and-see' period of potential tourists. As part of the
promotion, visitors coming to Hong Kong during this period each received
a Rewards Book on arrival. This contained details of special offers and
value-added bonuses available at a wide range of retail outlets, restaurants
and attractions. Special events were held, one of the largest being the
Hong Kong Asian MusicFest '97 from August 16 to 18 at the East Tamar
site in Central. Celebrities from around the region and the world took part
nightly in a spectacular concert, music video broadcast and fashion show.
The three-day event attracted about 28 000 spectators, about 10 per cent
of whom were from overseas. The HKTA also hosted 23 international
media organisations from eight countries to cover the MusicFest. Results
were exceptional in both print and electronic media and put Hong Kong
firmly on the map as a cosmopolitan city and the 'Canto-pop' hub of Asia.

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