THE SKY100 Hong Kong Observation Deck, a 360-degree indoor observation facility on the 100th floor of the International Commerce Centre in West Kowloon, is stepping up its marketing efforts targeted at the travel trade.
Josephine Lam, sky100 managing director, said: “There was no clear brand positioning for sky100 (before), unlike (similar) iconic decks in Taiwan, Dubai, Toronto and Guangzhou, so we introduced a series of promotions to boost awareness of the attraction.”
From now till June 30, sky100 is offering free entry for travel trade members – including travel consultants, airline and hotel staff – who are entitled to bring along up to four friends at HK$60 (US$7.70) per pax.
For MICE groups, a flexible package allows event planners to book a section of sky100 for private gatherings of up to 200 pax. A new café will also be launched in the coming months.
Meanwhile, sky100 has appointed Paula Lau as director of sales & travel trade marketing – a new position – to develop additional packages and sales channels for the attraction. Over the past five months, the number of contract agents which sky100 has dealings with has risen from 77 to 99.
Last month, sky100 held its inaugural roadshow in Beijing and Shanghai, while Guangzhou, Taiwan and South-east Asia are next on the agenda. Going forward, Lam expects to organise regular roadshows at least two to three times a year.
Over a three-month period from February 19 to May 20, about 350 tour groups and more than 6,800 guests visited sky100. Local visitors currently constitute half of the traffic, while Chinese and international visitors make up 30 per cent and 20 per cent, respectively.