Burson wins Hong Kong rebranding

HONG KONG: Hoping to reposition the city of Hong Kong as a key Asian business hub, the Hong Kong government has hired Burson-Marsteller for a dollars 1.2 million global rebranding campaign.

HONG KONG: Hoping to reposition the city of Hong Kong as a key Asian business hub, the Hong Kong government has hired Burson-Marsteller for a dollars 1.2 million global rebranding campaign.

HONG KONG: Hoping to reposition the city of Hong Kong as a key

Asian business hub, the Hong Kong government has hired Burson-Marsteller

for a dollars 1.2 million global rebranding campaign.



Seven agencies pitched for the account last year, including finalists

Shandwick and Forrest International. Shandwick, however, was reportedly

forced out of the pitch at the last minute because of a conflict of

interest (Shandwick-owned lobbying firm Cassidy & Associates handles

work for the Taiwan Research Institute, which has close links to the

Hong Kong government).



’The aim is to look at Hong Kong’s identity - its brand as a whole,

rather than one specific area,’ said a government source. ’After the

financial turmoil and the approach of Disneyland and the WTO, we need a

new brand.’ A research program to be conducted by Wirthlin Worldwide

will determine which issues the PR campaign will address.



Ian McCabe, Asia-Pacific chairman of Burson’s public affairs practice,

will lead the account team from Hong Kong. He will report to Hong Kong

government information coordinator Stephen Lam, who heads the steering

group overseeing the campaign.



The search for a firm had previously stalled for nine months after

opposition was encountered in the Legislative Council, the legislative

body in Hong Kong.



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