Alibaba has launched the 2nd round of marketing campaign in Hong Kong in March and April 2006 to promote the Alibaba.com brand and service to international buyers. March and April are the selected time period because these 2 months are the peak tradeshows months in Hong Kong with lots of foreign visitors coming to Hong Kong to visit series of international tradeshows covering wide range of industries like leather, electronics, gifts, housewares, etc.

Outdoor promotion is the key strategy. Various transport spots and vehicles where foreign and local show visitors must come across are selected.

1. Hong Kong International Airport



Most foreign visitors coming to Hong Kong must stop by the airport and we dominate the baggage reclaim area where they must pass and stop by to pick their luggage. We wrap all the baggage reclaim carousels with orange sticker, together with lightboxes on the carousel tops, and a big bulkhead lightbox at the baggage reclaim concourse.

Also, in the auto-people movers running between the airport terminals, we have the in-train panels. Together with the luggage trolleys, there are plenty of Alibaba orange spots in the airport.



Baggage Reclaim Hall



Auto-People Mover – In-train sticker



2. Airport Express

The Airport Express train is the key transport for business travelers to take from the airport to the urban areas. We again dominate the inside compartments with stickers on windows and facing seat panels.

3. Airport Express – AsiaWorld Expo station



AsiaWorld Expo is a new exhibition center in Hong Kong where new international tradeshows, including the Global Sources Sourcing Fairs are held. Most show visitors take the Airport Express and stop at the AsiaWorld Expo Station to reach this new venue. And we dominate the arrival & departure concourse of this station with stickers at both the glass panes and wall panels facing each other. Visitors walking through the concourse cannot avoid seeing us.

4. MTR Wan Chai Station



MTR Wan Chai Station leads to another key exhibition center, the Hong Kong Convention & Exhibition Center in Wan Chai, where high trafficked tradeshows are held. Most visitors going to this exhibition center take MTR as their key transport means and must stop by Wan Chai Station. Alibaba again dominates the concourse and upper platform by wrapping most of the pillars in orange.

5. Lightbox on O’Brien Road, Wan Chai



O’Brien Road is the key path from the MTR Wan Chai Station to the HK Convention and Exhibition Center, where we have a bulk lightbox round the corner to draw the visitors’ attention.

6. Taxi



500 Alibaba taxis are running around the Hong Kong Island. All of them are having stickers on the body and 100 of them are even having the lightboxes on top.

On 16 tradeshow days in March and April, we specially arrange our Alibaba taxis to run into the convention center so that there are always lines of Alibaba taxis and tradeshow visitors can surely see us!