But in recent years, Hong Kong has experienced an identity crisis as other regional cities raise their game and China looks inwards for growth. With long-haul tourism hit by the downturn, how should the city brand itself now?
Brand Hong Kong has been on top of the Government’s ‘to do’ list since it set up the Brand Hong Kong Management Unit (BHKMU) in 2001. Its mission is to brand Hong Kong internally and externally, and set the agenda for bodies such as the Tourism Board.
Yet several in the industry believe the city, which sells itself as ‘Asia’s world city’, could be doing a better job. Chris Skinner, MD of Universal McCann in the city, argues: “The Tourism Board has taken a rather ‘middle of the road’ approach to its message in recent years, with no direction or consistency.” That sentiment is echoed by an agency source, who called the Tourism Board’s marketing “inconsistent and off-track”, adding: “I feel it has lost its direction.”
Last year, the Tourism Board appointed Grey to handle its advertising, and the Information Services Department commissioned Fleishman Hillard to conduct an online survey of Hong Kongers to find out how they saw the city.
The results are still under wraps, though the BHKMU says they showed connectivity, a stable, cosmopolitan society, a business-friendly environment and an efficient workforce and infrastructure as the core of the city’s appeal. However, one interesting finding was growing concern about environmental issues such as clean air, which has tarnished Hong Kong’s image in recent years.
The environment could be an issue for the city, whose image is built around neon displays. Ismael Ibnoulouafi, CEO of The Brand Union, says that even though in Asia ‘bling’ is associated with success and prosperity, it could be damaging in the long term.
“With economic downturn and the social and corporate consciousness regarding environmental issues, too many bright lights could be deemed artificial and superficial,” he says.
One criticism of Hong Kong’s marketing has been that it is too broad-brush. Andrew Chan, assistant professor of hotel and tourism at the Hong Kong Polytechnic University, says that the Tourism Board has focused on ‘urban tourism’ - shopping and eating as well as heritage - and that it should do more to market different selling points to different markets. Urban tourism appears to remain the focus of the Tourism Board’s efforts, especially since the Government scrapped duty on wine last year.
According to one source, the Government will be involved in the Lan Kwai Fong Food and Wine Festival in November. “It started off as a promotion for the bars and restaurants in the area and is now becoming a Government-backed tourist attraction.”
Charles Brian-Boys, managing partner at Hong Kong-based independent agency Eight Partnership, argues that the Government should focus less on slogans and ads and do more to back events that showcase the city. Eight has recently worked on a campaign for the Hong Kong International Film Festival; indeed, Hong Kong’s film heritage is arguably one area that has been undersold in previous tourism marketing.
According to Brian-Boys, Hong Kong’s poor branding reflects confusion over the city’s role - a gateway to the East for long-haul markets, and a shopping Mecca for mainland and many Asian tourists.
“Perhaps this juxtaposition of ambiguous and eclectic traits is really what Hong Kong is,” he says. “The Government should give up trying to define it as one thing.”
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