INTERNATIONAL: Hong Kong pounds 2.8m sees global push to attract tourism

HONG KONG: The Hong Kong Tourism Board (HKTB) has launched the

second round of its City of Life campaign with a global PR spend of

pounds 2.8m.



Fifteen agencies in key international markets are rolling out the

campaign, focusing on the city's heritage as an attraction for

visitors.



HKTB recently appointed Pilot PR in Taiwan - its second largest market

for foreign arrivals, after incumbent Hill & Knowlton closed its Taipei

office.



An agency is yet to be appointed in Hong Kong's biggest tourism market,

China.



In Japan, which accounted for 1.4 million arrivals last year, PR will be

handled by Adex, while H&K handles the US market, the source of almost a

million arrivals last year. PR in the domestic market will be handled

in-house.



'We need to drum up a sense of belonging and pride in Hong Kong people,

which is part of the success of a destination,' said Katherine Ma, HKTB

PR senior manager.



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