AMERICANS BAG 'HONG KONG SHOPPER OF THE YEAR' CHALLENGE

22 July 2002

A couple from Santa Barbara, California, have been named "2002 Hong Kong Shopper of the Year", after vying for the title against contestants from 10 markets in a competition organised by the Hong Kong Tourism Board (HKTB) to coincide with the HSBC Mega Hong Kong Sale.

HKTB Executive Director Ms Clara Chong said that the judges determined Daniel and Diane Knowlson the winners because of their keen shopping acumen and ability to get the best value for money. The couple's winning selections were hiking boots, a diamond ring, a DVD player and a Chinese vase. Mr Knowlson also won the "Fashion & Beauty" category prize with his hiking boots purchase.

Judging was held at the Hotel Inter-Continental Hong Kong, Tsim Sha Tsui. The judges were Ms Chong; The Hongkong and Shanghai Banking Corporation Limited's Head of Group Public Affairs (Asia), Mr David Hall; Chairman Better Business & Tourism Services (BBTS) Mr Vincent Fang; Marketing Director Hutchison Telecommunications (HK) Ltd, Mr Eden Lau, and Hotel Inter-Continental Hong Kong Managing Director, Ms Jennifer Fox.

Speaking at the prize presentation, Ms Chong said the Board created the "Hong Kong Shopper of the Year" competition to complement the 11-week HSBC Mega Hong Kong Sale. "We believe that no other destination in this region provides such an all-round, value-for-money shopping experience in terms of variety, quality and convenience. And most importantly, perhaps, Hong Kong is widely perceived as the regional capital of what is cool and trendy, fashionable and cosmopolitan." she said. 

Ms Chong said that more than 78% of tourists cite shopping as one of their favourite activities during their stay, and over 50% of all visitor-spending goes on shopping. 

The contestants were from Canada, India, Indonesia, Mainland China, Malaysia, The Philippines, Singapore, Taiwan, Thailand, and the United States. Each was a winner of shopping mall, department store and supermarket promotions and newspaper and radio contests arranged by the HKTB in co-operation with a wide range of business partners, as well as promotions co-organised by travel companies, such as Kuoni in India, and Travelocity in the United States. 
Finalists from each market received two round trip air tickets to Hong Kong and hotel accommodation to take part in the challenge. The Knowlsons bagged their first trip to Hong Kong when they won the Travelocity "Shopper's Dream Event" Sweepstakes, the drawing of which was conducted by ePrize, an independent judging organisation.

Ms Chong said that the subsequent publicity for the "Shopper of the Year" challenge in these 10 markets has done a great deal to reinforce Hong Kong's reputation as a premier shopping destination.

For the challenge, each contestant and their partner was given HK$4,000 spending money to buy one item from each of the four HSBC Mega Hong Kong Sale product categories - "Fashion & Beauty"; Jewellery & Watches"; "Consumer Electronics" and "Chinese Traditions" - within a five-hour period. 

To assist them in their task, they were also provided with shopping bags containing HSBC Mega Hong Kong Sale merchant lists and Visitor Privilege cards, two Octopus cards, Quality Tourism Services (QTS) Scheme leaflets and shopping guides, a map of Hong Kong, and a copy of the rules and regulations. 

During their shopping excursions, the HKTB utilised Orange's Multimedia Messaging Service (MMS) phones to instantly capture images of the teams and location-based technology to remotely track their movements in real time. 

The Kowlsons' prize is worth over HK$20,000 and includes two extra nights' hotel accommodation, a "Scenic Panorama" helicopter, cruise and coach tour of Hong Kong, and a mobile phone from Orange. Teams with the highest scores in the four shopping theme categories were presented with mobile phones from Orange, and certificates. The contestants also retain the items they purchased.

The winners of "Jewellery and Watches" category were Ms Anchalee Panyarak and Ms Duangsamorn Chaiya of Thailand, with their purchase of pearl earrings. Singaporeans Ms Cynthia Quek Meng Leng and Ms Celine Quek Meng Peng bought a mahjong set and table mat to take the "Chinese Traditions" category, while Mr Leo and Mrs Angelica de Castro of the Philippines won both the "Consumer Electronics" category and the special Orange prize of a Nokia "MMS" phone for their choice of a unique porcelain birdcage jewellery box in the "Chinese Traditions" category. 

The HSBC Mega Hong Kong Sale has as its title sponsor The Hongkong and Shanghai Banking Corporation Limited. The event's Lucky Draw Major Prize Sponsor is 3D-GOLD and the Official Mobile Communicator is Orange. The Official Public Transport is MTR Corporation Limited. The Official Digital Products Sponsor is Samsung Electronics Hong Kong Company Limited and the Official Logistics Company is Oriental Logistics Company Limited. There is a host of other organisations providing attractive prizes.

The HSBC Mega Hong Kong Sale is the fourth major programme of the City of Life: Hong Kong is it! campaign, organised by the HKTB in co-operation with the Hong Kong SAR Government's Home Affairs Department, the Leisure and Cultural Services Department and the Tourism Commission, with the support of the 18 District Councils and with The Hong Kong Jockey Club Charities Trust as Principal Sponsor.