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Brand Hong Kong launches new advertising campaign (with videos)
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     Brand Hong Kong today (June 8) launched a new advertising campaign under the theme "Our Hong Kong".

     The campaign launch coincides with the visits to North America by the Chief Executive, Mr C Y Leung, who is attending two major trade and investment conferences in Toronto and Chicago.

     "Our Hong Kong" will replace "Faces of Hong Kong" which has run for five years.

     "Our Hong Kong" will promote Hong Kong's soft strengths, achievements and aspirations. It will reinforce Hong Kong's core values and attributes and invite external audiences to consider experiencing the city for themselves to make it "Your Hong Kong" íV as entrepreneurs, investors or visitors.

     It also communicates a sense of collective pride through interesting real-life stories about Hong Kong and its people.

     The initial focus will be on Hong Kong's strengthening advantages in four key areas: financial services, innovation and technology, arts and culture, and green living.

     The promotion material mix includes video, print and online content.

     The four initial concepts are:

* "The brain behind the bucks" focuses on fintech and features Hong Kong's unique interbank clearing system, which is the only one in the world to match Renminbi in real time with the United States dollar, the euro and the Hong Kong dollar.

* "The new clean fuel" focuses on innovation and technology and highlights a breakthrough by Hong Kong scientists researching the chemical generation of hydrogen, a clean fuel.

* "Where East meets West" focuses on arts and culture through the eyes of a "typical Hong Kong girl" who loves performing arts, including Cantonese opera.

* "A building that adds up to zero" focuses on green living and features the ZCB (Zero Carbon Building) in Kowloon East which serves as an exemplar for green building technology.

     The initial blast of publicity will be funded by an extra allocation to the Information Services Department (ISD) in the 2015-16 Budget.

     The Financial Secretary announced in the Budget this year an additional $26 million for the ISD to enhance Hong Kong's public relations and promotional efforts.

     The ISD plans to allocate about $20 million for publicity and promotions programmes outside Hong Kong and about $6 million for local publicity and promotions.

     The total cost of creative development and production for the new advertising campaign and media placement is about $9 million.

     The creative development was undertaken by BlueCurrent Hong Kong, with media placement and strategic advice by UM.

     The campaign is being overseen by the BrandHK Management Unit of the ISD.

     For more information about the "Our Hong Kong" campaign, please visit www.brandhk.gov.hk and BrandHK's YouTube www.brandhk.gov.hk/en/youtube.html.

Ends/Monday, June 8, 2015
Issued at HKT 12:28

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