Langham Hotels recent foray into social media has ended after Hong Kong bloggers and Twitterers initiated heated discussions on the innapropriateness of the series of viral video’s that were “aimed at driving business to its hotels“.
Much has been written, and some background as well as the public’s thoughts on the campaign can be seen here, here, here, here, and here. Whilst it has obviously achieved the goals of a social media campaign in generating buzz, Langham’s response to pull the plug is an obvious sign that it did not go too well.
As marketers, irrelevant to whether on traditional, digital, or social mediums, a key component to a campaigns success is by really knowing our audience. This is really a basic marketing 101 concept that should not be forgotten in the hype of all the new platforms we can execute our tactics on.
To a certain extent, even on mass forms of traditional media, we have a general profile of our audience. For example TVB viewers vs AXN viewers, or Apple Daily readers vs SCMP readers. With the inherent boundless nature of social media, our content reaches further, and our audience becomes much broader. Messaging strategies must account for this.
In the end, whats done is done, and there will always be controversy where satirical humor is involved. When negative PR occurs, whether self inflicted or the result of certain events, smart and strategic reputation management is important. Pulling the plug to prevent further damage is one thing, but could Langham not have done a little better than just stating that they were dissapointed in the tone of the video’s being misunderstood?
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Hi I’m Justin I read your article like couple times,,,How did you came up with this?
I don’t get very well the concept here, so I believe people may disagree with it.
Hello!
I am a french journalist based in Paris.
I work for the website of France24, an international french channel.
And we write some articles about amazing facts all around the world..
I just look at the videos for the Langham Hotels, I would like to ask you some questions..
I have already read your reaction on the “dark side” blog, but I would like to know more..
Could you, please, tell us what you think about the debate.. and answer some questions:
- is it realistic about the life in Hong-Kong? .. and about the life of tourists in HK?
- did you expect such violent reactions? are they excessive? do you understand them?
- what was the reaction of people you know in Hong-Kong? Do they think it’s funny?
- what do you understand people who are angry and who think it is racist?
I thank you very much for your answers, please answer me by email: karolibb@hotmail.com
and I will let you know when the article will be on the France24 website.
Best, Caroline.
Hi Caroline,
I guess those video’s are not supposed to be realistic accounts of life in HK nor the life of tourists in HK.
Chicken feet are a delicacy here and as such they will be on the menu from anywhere between street stalls to posh hotel restaurants. They may not be for everyone, but everyone is free to choose what they do or do not eat.
You will find street hawkers in HK as well, although they definitely are not pushy or try to speak to tourists as portrayed in the videos. If you want to buy off them, they will sell to you, if not they will leave you alone.
HK used to be under British rule, and whilst English may not be the first language for everyone, most things in HK are bilingual. You will find English menu’s even in small local restaurants, and the waiters will usually have at least a basic command of English if not more.
I personally don’t think HK tourists end up needing to find comfort in retreating to their hotels. They are here to take in the sights, sounds, and culture, as well as enjoy local shopping and food. If anything they retreat back to their hotels after getting tired from the non stop fun and enjoyment they are having here.
I understand the reactions, although I guess people here took it too literally as it does try to be funny by mocking some of the HK traditions and culture. Personally I’d think the stories may not have been though through well enough, nor did the script writer truly understand or have sensitivities towards HK culture.
By the reactions that have been seen, as well as the hotel themselves reacting by taking the campaign offine, I’d say noone thinks its funny at all.
Saying the series is racist is a little extreme, as it is supposed to be a lighthearted satire on HK culture. Just not sensitive enough to all the viewers it has targeted.
Sorry the reply is not a bit more structured, just hope it answers all your questions. Do let me know if you have opinions or comments or any other questions, and I do look forward to seeing your article on the France24 website.
Regards,
Sherman
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