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

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."

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