She was in limbo after her end-of-school exams were cancelled following the coup but found new resolve after a cousin was killed fighting against the army, and is now training to be a combat medic.Īcross Kayah state “only areas around permanent Burmese military bases” are not under the control of anti-junta fighters, a KNDF commander at the camp claimed in an interview.Ī few miles away, gun-toting fighters man a checkpoint wearing camouflage with gold, red and black KNDF insignia on their shoulders, their feet clad more casually in sneakers and flip-flops. “It’s very tiring and I even cry sometimes.” “I can’t do push-ups and my hands hurt,” the 18-year-old said in between crawling through the mud and walking on the stomachs of her comrades. The college dropouts and villagers that fill their ranks have dealt some painful blows to junta troops with guerilla ambushes and mine attacks against the heavily-armed military.īut while analysts say they have surprised the army with their effectiveness, the new militias are short of serious weaponry and – lacking the income from the illegal drug and jade trade enjoyed by more established rebel groups – short of money to buy it.Īt the camp hidden in a clearing in thick jungle in eastern Myanmar’s Kayah state, Htet Htet struggles with the training regime for recruits to the Karenni Nationalities Defence Force (KNDF), one of the new civilian militias. Since the February coup, dozens of “people’s defence forces” (PDFs) have sprung up across the country to fight back against the generals’ putsch and bloody crackdown. We will create more brand stories, to dig deeper into these stories.Young anti-coup recruits line up at a secret camp in Myanmar, hands behind their heads and stomachs braced, waiting for a drill instructor to deliver a punch to toughen them up for their fight against the military. “It is not just about shopping, we want to showcase that Hong Kong stands for a much more diverse group of experiences. From a brand perspective, we want to change the perception people have of Hong Kong,” said Chao. “We want to drive more people to come to Hong Kong, so ultimately the test is whether we have an impact. The campaign will continue throughout the coming months, with flash-points around key dates such as the countdown to New Year, the board’s own dining festival and the Chinese New Year parade. According to Facebook, HKTB is one of the first advertisers to collaborate with it in this way. On this occasion, it has focused on Facebook video, experimenting with content length and format to derive the optimal viewing metrics. Last year, HKTB became the first Asian national tourism organisation to launch advertising on Instagram.
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She said that HKTB has looked to build on its “very good relationship” with Facebook to get to the bottom of how social media users consume video content – something the social network is looking to improve on itself, with the creation of a ‘Measurement Council’. “It’s not just transferring what we have on traditional media to social media,” added Chao. ‘Mass’ above-the-line media has been employed to drive “reach and buzz”, while other consumers – in particular social media-obsessed Millennials – need to be served content that is relevant to them. Tina Chao, general manager, marketing, Hong Kong Tourism Board Speaking to M&M Global, the tourism board’s general manager, marketing, Tina Chao (pictured below) said the aim of the on-going campaign is to show what is “unique” about Hong Kong, and to communicate with as broad an audience as possible. The campaign was created by Grey Hong Kong, with media planning and buying by Mindshare. Long-haul markets will be served with online content, some paid-for digital media and display ads, as well as PR activation.
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The global push, entitled ‘Best of all, it’s in Hong Kong’, draws attention to the diversity of dining, fashion, entertainment and family experiences available to visitors.Ī series of four TV ads feature local celebrities, including three-star Michelin chef Umberto Bombana and movie star Sean Lau, and those ambassadors also appear in additional ‘brand stories’ which have been posted on social media and the board’s new digital campaign hub.Ĭommercials will run on regional broadcast partners Discovery, National Geographic, CNN and the BBC, as well as the most popular TV channels in key APAC markets such as Malaysia, Singapore, Thailand, Indonesia, India, Japan and China.
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New campaign featuring three-star Michelin chef Umberto BombanaĮarlier this month, the government-funded body launched a campaign to redefine the perception of the city as the ultimate urban, shopping-driven destination.
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The Hong Kong Tourism Board (HKTB) has turned to Facebook to help it crack the challenge of online video, as it looks to redefine global attitudes towards the territory.