Art Basel, Hong Kong Tourism, and a Global Brand Partnership / Stephanie Thum.

Format:

Book

Author/Creator:

Thum, Stephanie, author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

Tourism.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2025.

Summary:

This business case examines a novel partnership between Art Basel and the Hong Kong Tourism Board (HKTB), showcasing how brand collaborations can enhance tourism destination marketing. Art Basel, a prestigious global art fair held in cities like Basel, Miami Beach, Hong Kong, and Paris, attracts a cosmopolitan, extremely affluent audience of art collectors, celebrities, and industry professionals. In 2024, HKTB partnered with Art Basel to create immersive "cha chaan teng" (Hong Kong-style cafés) within the Art Basel fairs, offering attendees a real-life, sensory experience of Hong Kong's culture. This initiative aimed to inspire Art Basel's clientele to consider Hong Kong as a travel destination. Meanwhile, Art Basel enriched its fair with a global, cultural element, enhancing visitor experience and appeal. This partnership demonstrates how marketing and cultural promotion can be blended through partnership, creating immersive, innovative experiences that resonate with a sophisticated audience.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781071981146

1071981145

OCLC:

1483992953