*********************************************
Hong Kong officials in London today (June 2, 2003, London time) announced a massive campaign across the United Kingdom to restore confidence among businesses and leisure travellers that the city is "safe".
Responding to the recent lifting of the Severe Acute Respiratory Syndrome (SARS) travel advisory by the World Health Organisation (WHO), senior members of the "Hong Kong Family" in the United Kingdom joined together to outline the detailed far-reaching plans.
The Director General of the Hong Kong Economic and Trade Office, London, Mr Andrew Leung, said: "The lifting of the WHO's travel advisory means the SARS problem is being satisfactorily contained. Hong Kong is a safe place to visit."
Similar campaigns are being implemented in other major cities around the world.
Joining him on the platform today were Kevin Welch, Regional Director - Europe Africa and the Middle East, Hong Kong Tourism Board (HKTB); Raymond Yip, Regional Director - Western Europe, Hong Kong Trade Development Council (HKTDC); Priscilla Chiu, Chief Representative, Hong Kong Monetary Authority (HKMA).
"We are now in the recovery phase," said Mr Leung, "with Hong Kong reaching out to the rest of the world making certain they understand that our city is once again a safe place to visit and conduct business."
The Government has earmarked around HK$1 billion to back the international campaign.
Some of the initiatives being launched in the United Kingdom by the Hong Kong Economic and Trade Office, London, include:
* "Roadshows" to key cities and regions around the country, meeting with businesses and business organisations, politicians and other opinion formers;
* A major advertising campaign across prime media outlets;
* Positive newsflow through press releases and announcements, press conferences and briefings;
* Distribution of an eNewsletter throughout the UK and non-European Union countries with whom Hong Kong trades;
* Seminars, exhibitions and forums; and
* Receptions and "Round Table" discussions with influential personalities.
The HKTDC's Raymond Yip said their campaign was designed to show that Hong Kong would come powering back even stronger in the second half of 2003.
Key elements include:
* Business missions around the United Kingdom;
* SME (small and medium-sized enterprises) Market Day, June 5-7, 2003 in Hong Kong;
* Hong Kong Fashion Week Spring / Summer, July 8 - 11, 2003 in Hong Kong;
* The Hong Kong Houseware Fair and the Hong Kong Gifts & Premium Fair, which will be held concurrently between July 23 - 26 July and feature some 3,500 exhibitors; and
* The TDC London annual dinner this autumn, and a mini SME market day around the same time
While the HKTB will focus primarily on leisure visitors, they also have targeted key discretionary business sectors - especially the lucrative conference, incentives and corporate meetings segments.
Major aspects of their campaign are:
* An advertising and PR campaign to ensure consumers are safe to visit Hong Kong; to stress Hong Kong's enduring appeal and attractions; and to promote the great value deals currently available;
* Joint promotions with travel trade and other partners to ensure a high profile for Hong Kong and to market special offers designed to encourage short-term new business;
* Reassurance and training for travel agents to assist them in selling Hong Kong with confidence; and
* An international 'signature event' in Hong Kong to welcome back the media, trade partners, opinion formers, celebrities and others - to show that life has indeed returned to normal in Hong Kong.
Said Mr Leung: "Hong Kong is renowned for its ingenuity and adaptability. During the SARS outbreak we reinforced our reputation as a city of distinction and were commended by the WHO and other international entities.
"The business and community ties between Hong Kong and the United Kingdom are significant. Though our economy has been severely damaged over the last few months by the SARS outbreak, we have mounted that hurdle and once again we are powering forward."
While the WHO had lifted the travel advisory, said Mr Leung, the authorities in Hong Kong remained ever vigilant and every possible precaution continued to be taken to avoid a recurrence of the problem.
"We are determined to move forward with confidence," he said. "And our combined campaigns are designed to show clearly that that confidence is well founded and that people in this country - businessmen and women and holidaymakers alike - can visit Hong Kong in safety."
End/ Tuesday, June 3, 2003
NNNN
