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The Hong Kong Tourism Board used XGD Media’s 26W billboard in Central for a pioneering social media-connected tourism campaign that live-streamed user-generated content (UGC) from the @discoverhongkong Instagram account directly onto the billboard in real time.
This social media connectivity feature, available exclusively at XGD Media, created a dynamic feedback loop: tourists and locals posting with the #discoverhongkong hashtag saw their content appear on one of Central’s most prominent screens, encouraging further participation and engagement. The campaign simultaneously displayed the Tourism Board’s own promotional content alongside the UGC, blending official messaging with authentic visitor experiences.
As one of XGD Media’s earliest major government clients, the Tourism Board’s ongoing use of the 26W billboard reflects its effectiveness as a platform for reaching both residents and visitors at one of Hong Kong’s most internationally recognised landmarks. The campaign was later cited as a benchmark example of social media-connected outdoor advertising at the Spark Awards 2021.
