The federal government is ready to roll out an abroad marketing campaign later this yr to advertise Hong Kong because the “greatest place in Asia to stay, work and spend money on.” It got here because the official publicity unit stated it had no plans to rent new consultancy corporations to assist the federal government “relaunch” the town following the 2019 protests and unrest, and the Covid-19 pandemic.
In a legislative assembly on Wednesday, pro-establishment lawmaker Regina Ip requested the federal government to supply particulars of the work achieved by world PR agency Consulum FZ LLC (Consulum), after it was awarded a one-year contract final June to advise the federal government on its “Relaunch Hong Kong” initiative.
Secretary for Residence Affairs Caspar Tsui stated in a written reply that the contract with Consulum, valued at round US$6.4 million (HK$49.8 million), had expired on July 30. Through the retainment interval, the corporate – which controversially did publicity work for Saudi Arabia – carried out market analysis that discovered Hong Kong to be a “cosmopolitan, numerous, dynamic and related” metropolis.
“The analysis confirmed that… Hong Kong was the one Asian metropolis that… [has] entry to markets in mainland China and Asia; [provides] a complicated and safe pro-business platform; and a cosmopolitan life-style,” the minister wrote.
Consulum designed and examined key publicity messages, Tsui stated, together with promoting the town as a “secure, rising market with appreciable potential,” “the best springboard to the mainland and Asian markets,” and highlighting Hong Kong’s “innovation, creativity and entrepreneurial spirit” and its “cultural richness.”
The federal government stated it saved round US$730,000 (HK$5.68 million) after adjustments within the promotion technique and implementation timeline, with the ultimate sum payable to the agency being US$5.7 million (HK$44.3 million). But it surely refused to supply a breakdown of the price of particular person duties as requested by the New Individuals’s Celebration chair Ip, saying the value data was “commercially delicate.”
The federal government stated its abroad publicity plans can be launched in phases, pending the event of the coronavirus pandemic. Tsui stated a enterprise confidence marketing campaign will probably be launched later this yr, whereas the “Relaunch Hong Kong” marketing campaign will comply with within the subsequent yr.
“[A] enterprise confidence marketing campaign… [will] reinforce Hong Kong’s picture as the very best place in Asia to stay, work and spend money on,” he stated.
PR corporations shun Hong Kong
The marketing campaign to “relaunch” Hong Kong goals to revive the town’s standing as a world enterprise hub after it was hit onerous by Covid-19, the Data and Companies Division (ISD) stated in Might final yr when it obtained seven bids in its tender train.
The initiative marked the second time that the federal government sought assist from worldwide publicity corporations to rebuild its popularity the world over. In September 2019, in the course of the anti-extradition invoice unrest, the authorities reached out to eight businesses for help however had been rejected by six, Reuters reported.
Tsui stated on Wednesday that Consulum had delivered providers together with an general technique, publicity plans, media lists within the goal markets, a disaster administration plan and a media and advertising shopping for plan.
The house affairs chief added that the ISD had no plans to have interaction new public relations consultancy providers in the intervening time: “The precise implementation timeline, scope and scale of the ‘Relaunch Hong Kong’ marketing campaign will largely hinge on the worldwide Covid-19 improvement and the restoration of enterprise actions.”
13:00, 27 February 202112:02, 19 March 2021
14:00, 31 January 202113:45, 8 April 2021