Hong Kong Tourism Board faced a challenge: travellers to their country believed they'd seen it all, averaging just one night per stay. To showcase the city's depth, Grey and HKTB turned to those who know it best – the citizens – transforming 7 million residents into the city's official photographers overnight.

The Power of Local Perspectives

Famously Effective

Within weeks, more than 34,000 images were submitted. Using Google Travel analytics, Grey curated images based on 10 source markets' travel preferences, creating a personalized visual journey for each visitor. The city's postcards that were once stock photos now credit Hong Kong's local photographers for showing the world a new side to their city. This innovative strategy not only showcased hidden gems but sparked curiosity, proving that Hong Kong's allure extends far beyond the typical spots.