HONG KONG: Marketing - A case of one city but two messages. Critics say misalignment is confusing the audience, reports Atifa Hargrave-Silk

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