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.
