Hong Kong Tourism Board calls in Rooster

Rooster will work in partnership with the HKTB in-house team for the brief, which was won following a pitch.

It will involve developing and activating an integrated PR campaign before, during and after the planned UK gastronomy-focused consumer event planned for early 2013.

Hong Kong boasts more than 11,000 restaurants and the Hong Kong Wine & Dine Festival aims to highlight the diversity and quality of food available.

James Brooke, MD of Rooster, said: ‘We’ll be looking to leverage the interest in the area, using the Hong Kong Wine & Dine Festival, but there are plenty of other tales for us to tell, including a wealth of attractions and a rich cultural appeal.’

Dawn Page, director, UK & Northern Europe for Hong Kong Tourism Board, pointed to the agency’s social media skills as being a contributing factor to it winning the brief.

Page added that the focus would be ‘to really place Hong Kong top of mind for the British traveller'.