HK in drive to build world city image

HONG KONG: The government wants to build Hong Kong's international standing to the awareness levels New York enjoys as North America's premier city and London does in Europe. Domestic and international campaigns are in the pipeline to promote Hong Kong as "Asia's world city", the brand tagline created following a 12-month research-driven project handled by Burson-Marsteller and its associate Writhlin. The tagline and visual identity, created by Landor, was introduced at the Fortune Global Forum held in Hong Kong earlier this week. Kerry McGlynn, deputy director of the information services department, said: "The key message we want to get across is that Hong Kong remains the best place to do business not because it is an unrivalled entry into the mainland, but also because of our unmatched position as the hub for Asia." But it will not be a mass marketing exercise, he said. The plan is to use banners, posters and exhibitions to develop "local ownership of the brand". Overseas government offices, bodies such as Invest Hong Kong and corporations such as Cathay Pacific and HSBC will be roped in to spread the message overseas. McGlynn said the government has not engaged new consultants or retained the existing group for the follow-through work.

Sign In

Trouble signing in?

Reset Password: Click here

Contact Customer Support at

Customerservice@campaignasia.com