HK in drive to build world city image

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