Project Work

1. The Task: Our client, the Hong Kong Tourism Board (HKTB), sought to revitalize Hong Kong’s image as a premier destination for "Arts in Hong Kong" and "Study Tourism" within the Greater Bay Area (GBA). As the service provider, Lingnan International Travel Agency was tasked with designing and executing a strategy to convert GBA residents' interest into actual tourist arrivals, navigating a highly competitive regional tourism market.

2. The Goals: The primary objective was to fulfill the client's mandate of significantly increasing the visibility of Hong Kong's cultural and educational assets. The specific goal was to drive thousands of new visitors to Hong Kong from the GBA through both organized group tours and independent travel (FIT) schemes.

3. Approach: As Vice General Manager, I acted as the lead strategist and primary liaison between our agency and the HKTB. My approach included:

4. The Outcomes: The collaboration resulted in a highly successful campaign that met and exceeded the client’s expectations. We successfully attracted several thousand new visitors to Hong Kong, significantly boosting the city’s profile as a cultural hub in the GBA. This project demonstrated my professional competence in managing high-profile B2B relationships and delivering complex, large-scale marketing solutions in the tourism sector.

1. The Task: The approach that had been in use for bringing products from New Zealand to individuals in China showed problems in the way it worked. This method used direct communication that required considerable effort and this made the process slow. The method also produced errors in the way orders were handled. The system for moving products across borders and clearing them through official processes was difficult and often did not follow the requirements that regulations establish.

2. The Goals: The main goal was to develop an approach that followed all requirements and that worked in a manner that was efficient. The work aimed to change the ordering method so that it operated without manual steps. The work also aimed to address the problem of moving products directly to individuals while including all required payments in the manner that regulations specify. The goal included providing an experience for individuals in China that allowed them to obtain products from New Zealand without difficulty.

3. Approach: The development that occurred involved creating a system for conducting business electronically that worked on computers and on devices that individuals carry. The process that had relied on manual communication changed to a process that used electronic methods and that operated automatically. The work also involved improving the way the business presented itself and developing a method for moving products that handled all official clearance processes in the way that regulations require.

4. The Outcomes: The system that was developed produced significant improvements in the way orders were handled. The improvements appeared both in how quickly the process occurred and in how accurate it was. The work that established standard methods for moving products and for conducting sales made it possible to increase the volume of business that occurred. This work also improved the way individuals perceived the business. These changes established a basis for continuing development in the market for products moving between countries.

1. The Task: Many Small and Medium Enterprises (SMEs) in New Zealand, such as local cafes, car dealerships, and tourism operators, struggled to establish a professional digital presence. They needed more than just a template website; they required specific business functionalities (like catering ordering systems or tourism products listings) and a cohesive brand identity, but often lacked the technical expertise to maintain these systems themselves.

2. The Goals: The objective was to establish a "one-stop" creative agency to help local businesses transition to digital operations. The goal was to deliver websites that were "clean and responsive" for mobile devices, optimized for SEO using HTML5/CSS3, and most importantly, "easy to maintain" so clients could manage their own content without ongoing technical costs.

3. Approach: I utilized my background in IT and advertising to offer a comprehensive service package including branding (Logo/VI), photography, and web development.
• Technical Implementation: I built websites using Content Management Systems (CMS) such as Wordpress and Joomla to ensure clients could easily update them.
• Customization: I developed specific modules tailored to client needs, such as an online catering order system for Espresso Work Cafe and a tourism product listing publish module for Toeasy Travel NZ.

4. The Outcomes: I successfully delivered digital transformation solutions for multiple New Zealand clients. For example, the Uniwood website received high praise for its fast, user-friendly and well-organized system. By providing expandable digital sections, I helped these local businesses extend their service hours to 24/7 online, effectively solving their marketing and operational challenges.

1. The Task: The market for systems that provide water treatment shows high levels of activity but the features that businesses provide appear unclear to individuals using these systems. Service following initial use shows limited quality. Individuals lack confidence in the quality that systems provide and in service that continues over time. The focus was addressing concerns that families have relating to water that is appropriate for drinking but conditions in the market present challenges for this work.

2. The Goals: Our goal was developing a model that emphasizes service rather than emphasis on systems alone. This work establishes standards for water appropriate for drinking that differ from common standards in the field. The approach allows developing connections with individuals in homes and in businesses that continue over extended periods using digital systems that provide management features.

3. Approach: The work included developing the complete approach for the brand and for digital structures that support operations. This included design work for the brand system that provides visual features, design for materials that contain products, and design for the form that products use. The technical work included developing the system that allows devices to connect and provide data, developing the presence in JD Mall, and developing the program in WeChat that allows managing interactions with individuals using the service and providing service to these individuals.

4. The Outcomes: The approach allows the brand to show clear differences by dividing markets for homes and markets for businesses in distinct forms. The digital system that combines features for devices that connect and features in WeChat allows monitoring that occurs in the present time and service that shows improved quality for individuals using the system. This structure provides a strong basis that supports the business developing over time and extending presence in the market..