In the latest twist to Hong Kong's rebranding effort, it's a case
of one city, two messages.
Across Hong Kong and in cyberspace, the Government's message from its
HK$9 million (US$1.15 million) rebranding effort competes
head-on with that of the tourism board.
The different slogans appear on websites, media releases, brochures,
international advertising, displays at the airport and throughout Hong
Kong. In one instance, billboards with two different messages appear
next to each other.
So is it a case of 'Hong Kong Is It', or 'Hong Kong: Asia's World
City'?
Confused? Paul Zimmerman, principal of the Brand Distillery, believes
the differing presentation of Hong Kong's identity is not only a waste
of money, but is confusing to residents and tourists.
"I thought this might have been a temporary misalignment, but it appears
the Hong Kong Tourism Board (HKTB) is spending more money than ever on
competing with the Chief Executive's new $9 million brand
identity for Hong Kong," says Zimmerman.
With budgets being a pressing concern for every organisation, Zimmerman
believes the HKTB should be bringing its media and resources in line
with the Hong Kong Government's chosen identity.
"You cannot segment the media: you are reaching the same audience and
the basic message is the same. The bottom line is that you are talking
to the same people."
What may have contributed to the misalignment at home is that the HKTB
has for the first time embarked on a two-year domestic tourism campaign
to encourage locals to see more of their hometown.
But, as far as the tourism organisation is concerned, there isn't any
misalignment, simply because its focus is on "marketing, not
branding".
Donna Mongan, public relations manager at the HKTB, insists its City of
Life: Hong Kong Is It! campaign reinforces the Government's message. The
campaign, she argues, is complementary rather than competitive. She says
the HKTB's City of Life campaign was launched before the rebranding had
been formulated and that the "thing to keep in mind is that ours is not
branding, but a marketing exercise".
At the end of the day, both entities are still marketing Hong Kong's
image - albeit a new one in the case of the Government.
Marketingdrive's chairman, Karen Loh, comments: "I think it is crucial
to present a clear image to the outside world about Hong Kong. You are
talking to people who do not know much about Hong Kong and you are
sending them two different messages.
"It won't harm the brand, but will confuse the receiver. Of course you
can argue there are different targets, like businessmen or tourists, but
the fact is one message is stronger than two. As a corporation or a
city, what you have here is two different identities."
