Hong Kong govt picks Burson-Marsteller to lead SAR's rebranding

<p>The Hong Kong Government has appointed Burson-Marsteller for a </p><p>US$1.2 million global campaign to rebrand the city. </p><p><BR><BR> </p><p>Seven agencies pitched for the account last year, including finalists </p><p>Forrest International and Shandwick, who is understood to have been </p><p>forced out at the last minute over a major conflict. </p><p><BR><BR> </p><p>One of Shandwick's US subsidiaries, the recently acquired Cassidy & </p><p>Associates in Washington DC, handles work for the Taiwan Research </p><p>Institute, which has close links to the country's government. </p><p><BR><BR> </p><p>Mr Ian McCabe, Asia-Pacific chairman of B-M's public affairs practice, </p><p>will lead the account from Hong Kong. </p><p><BR><BR> </p><p>He will report to Hong Kong government information coordinator Stephen </p><p>Lam, who heads the steering group overseeing the campaign. </p><p><BR><BR> </p><p>B-M's brief is to reposition the city as a key Asian business hub among </p><p>business leaders, governments and the media in North America, Europe and </p><p>Asia. </p><p><BR><BR> </p><p>Issues addressed by the campaign will be determined by the results of a </p><p>six-month perception research programme to be conducted by global </p><p>research firm Wirthlin Worldwide. </p><p><BR><BR> </p><p>Corporate identity design house Landor Associates will design the new </p><p>identity. </p><p><BR><BR> </p><p>A government source said: "The aim is to look at Hong Kong's identity - </p><p>its brand as a whole, rather than one specific area. After the financial </p><p>turmoil and the approach of Disneyland and WTO, we need a new </p><p>brand." </p><p><BR><BR> </p><p>The appointment of a PR agency was stalled for nine months after </p><p>opposition from various levels within the legislative body in Hong Kong. </p><p>Government sources at the time told Asian PR News that a PR agency was </p><p>one of the options under consideration, but have since admitted it was </p><p>the only option being considered. </p><p><BR><BR> </p><p>For the full story, see Asian PR News, available only by paid </p><p>subscription. </p><p><BR><BR> </p><p>Call Ms Iris Tang at (852) 2577 2628 or email subscrib@media.com.hk. </p><p><BR><BR> </p>