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

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

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