Mark Amdur, the creative/managing director of On Creative, who proposed the strategy insisted that "powerful images, not words, are needed to counteract a powerful negative perception". Amdur's recommendations, sent unsolicited to about 100 senior Government, business and media officials, came ahead of growing calls by lawmakers for locals to shed their masks, and the re-appointment of Burson-Marsteller for a crisis management task.
The PR agency had rebranded Hong Kong in a 2001 excercise.
Said Amdur: "The aftermath in New York of the September 11 events should help us to map our own recovery strategy." New York officials unabashedly turned the city's firemen into real-life heroes, honouring them at a concert broadcast worldwide, as part of broader campaign to lift public mood and underline its recovery to global audiences.
Amdur called on authorities to throw a surprise public holiday and organise large-scale celebrations to lift public sentiment and shift overseas perceptions.
He suggested honouring local healthcare workers in local celebrations.
"Imagine the effect of video and photographs of Hong Kong people dancing in the streets without masks. Attending massive free pop concerts, fireworks, carnival, a parade. The possibilities of how to enthuse people are limitless."
He said the city must present "one promotional face" backed by a value-laden celebration package timed for autumn. He called on the Government to spend the bulk of its HK$1 billion tourism rescue package in the city to subsidise specific offers from local firms.
"The most important guideline is to spend the money here to bolster our economy. Advertise only the celebration package of discounts and offers."
Brand health check, see p14.
