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.