The work involves broadening consumers' knowledge about Hong Kong.
Agency MD Geoff Saltmarsh said: 'There is good awareness of Hong Kong but consumer knowledge is not terribly deep.
'We will demonstrate you can easily get away from the city and go walking, mountain biking or bird-watching. There are also great beaches,' he added.
Saltmarsh said he hoped to develop the new themes with a media relations offensive that would include TV programmes not directly related to tourism.
The agency will also promote Hong Kong as a conference and incentive travel destination, and to the travel trade in general. It will also handle relationships with industry partners such as hotels and airlines.
The agency reports to Sue Whitehead, director for northern Europe at the tourist board.