Ngong Ping 360 clinches 2 wins at TDM Travel Trade Excellence Awards 2026 – Hong Kong

The company has reimagined the classic Hong Kong character “My Boy” with its new campaign.

Ngong Ping 360 has offered nostalgic charm blended with fresh artistic ideas through its new creative campaign centred on “My Boy,” which earned the company the Content Marketing of the Year - Hong Kong and Social Media Campaign of the Year - Hong Kong accolades at the TDM Travel Trade Excellence Awards 2026 - Hong Kong.

The initiative reintroduces “My Boy,” a beloved character in Hong Kong culture, to fans whilst also inviting new audiences to discover the character in an engaging way.

Ngong Ping 360 brought “My Boy” to life by working with nine well-known Hong Kong artists, who reinterpreted the character through 3D installations, 2D artworks, and exclusive crossover merchandise.

Amongst the highlights are Gigi Leung’s black-and-white design inspired by her favourite childhood outfits, as well as special “My Boy” collectables featuring iconic Hong Kong elements like the Ngong Ping Cable Car, Big Buddha, and cha chaan teng cafés.

The campaign was built to showcase Hong Kong culture to both international visitors and local residents and to make “My Boy” relatable to global audiences whilst keeping the character’s original spirit intact. Additionally, it refreshes a nostalgic classic without losing the charm that has made the character a local favourite for decades.

With the campaign, the company aims to strengthen Ngong Ping 360’s position as a top Hong Kong attraction. It further targets to revitalise its brand with local cultural flair and boost cable car ticket sales and merchant revenue during the holiday period.

Interactive experiences played a major role in driving engagement. One of these is the “My Boy” Egg Hunt Adventure, where visitors explore Ngong Ping Village and collect stamps for Easter-themed prizes. There is also the Easter Egg Hand-Painting Workshop for children, where they can create their own art under the guidance of professional tutors.

Moreover, to draw more families to visit, Ngong Ping 360 introduced a HK$30 round-trip cable car ticket for local children. This successfully increased visits from young guests, with adults and seniors accompanying them.

The campaign rolled out in three phases, namely preheat, opening, and momentum retention. These phases were supported by teaser content, media coverage, KOL visits, and roadshows in Mainland China. Furthermore, there were activities in Shenzhen communities and metro stations that helped reach Mainland visitors, whilst a dedicated media tour on April 19 showcased Ngong Ping 360’s attractions to leading Mainland media outlets.

These efforts were definitely not in vain, as the company recorded a rise in local visitation at 22% year-on-year. The HK$30 child ticket drove a 50% increase in local child visitation, with each child bringing an average of two adults. On top of this, social media engagement reached 19,420 interactions, and website traffic totalled 21,362 visits.

The campaign also generated 260 media stories across Hong Kong and Mainland China, with a total media value of over HK$8m.

But beyond strong performance numbers, the company underscored how the campaign helped shine a spotlight on Hong Kong’s talent and cultural heritage. By reinventing the well-loved “My Boy” character, Ngong Ping 360 delivered an experience that resonated with local and international audiences.

TDM Travel Trade Excellence Awards - Hong Kong spotlights the exemplary hotels, airlines, airports, cruise lines, tour operators and travel agencies, booking platforms, and travel technology, projects, and initiatives in the travel industry. It gives a platform to the key players that elevate the industry standards with pioneering technologies, eco-conscious initiatives, and unparalleled customer service.