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The Financial Secretary, Mr John C Tsang, today (March 27) kicked off a "Faces of Hong Kong" campaign which is the Government's new marketing and communications strategy to promote the city via the Brand Hong Kong (BrandHK) platform.
The campaign was inaugurated on the same occasion as the launch of the revitalised BrandHK, following an in-depth review.
The new marketing strategy focuses on the evolution of BrandHK rather than its reinvention, building on the brand's existing equity to further its appeal and reach, while also showing that Hong Kong, a world financial centre, also has a "human" side.
The campaign aims to highlight Hong Kong's soft power - the richness of its culture and heritage, as well as the enterprising spirit, innovation and creativity of its people.
Local people are at the heart of the strategy. Central to this is the theme "meet the many faces of Hong Kong" which invites the global audience to get to know more about Hong Kong through the real stories of people here. These are people from all walks of life who illuminate the brand's values and attributes.
The "Faces of Hong Kong" campaign is underpinned by a promotional video, a new BrandHK communications booklet, a revamped BrandHK website and new print advertisements.
Both celebrities and common folks are featured in the new brand promotional video. Some of the familiar faces who appear in the video are famous actor Mr Chow Yun-fat, pianist Mr Li Yundi, business leaders Mr Philip Chen and Dr Allan Zeman and soccer player Mr Chan Siu-ki.
"We hope to get everyone involved in telling the world that Hong Kong may run into storms, but we will tide over them; Hong Kong may be small in size, but our people are broad-minded; we do not boast a long history, but we have an open and diverse culture; our urban areas are full of hustle and bustle, but we also have serene and quiet villages; and we have skyscrapers, just as we have meandering mountain trails," said Mr Tsang.
In addition, a photo mosaic project using photographs of local people to create various images of Hong Kong was launched today to call on members of the Hong Kong public to submit their photos and stories about Hong Kong via www.facesofhongkong.com. Entry is open from March 27 to May 31, 2010. Entrants submitting the three photos voted as best online will each get a valuable camera.
Meanwhile, a four-episode TV series "My Hong Kong" giving substance to the core values and attributes of the revitalised BrandHK will be broadcast on TVB Jade every Saturday from April 3 to 24, 2010, from 8pm to 8.30pm. The programme is produced by Radio Television Hong Kong.
Summing up, Mr Tsang said that the benefits of the revitalised BrandHK may take time to manifest themselves, especially as city branding is a slow and evolutionary strategy.
"Branding is a long drawn out and ongoing process. We do not expect any magical impact overnight from the revitalisation of BrandHK. However, if we persist in our efforts to nurture and promote the brand, the programme will bear fruit one day," he said.
In May, the revitalised Brand Hong Kong will gain exposure to a global audience at the Shanghai World Expo, which is expected to attract more than 70 million visitors.
Ends/Saturday, March 27, 2010
Issued at HKT 15:59
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