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HKTB names Essence Burson-Marsteller its Malaysia PR partner

Hong Kong Tourism Board (HKTB) Southeast Asia has appointed essence Burson-Marsteller (eBM) as its public relations agency for Malaysia.

eBM will work alongside HKTB’s Southeast Asian team to develop strategic campaigns for the Malaysian market to secure ongoing destination-led coverage, raising awareness of the destination’s offerings to Malaysian travelers and showcase the diversity of Hong Kong as Asia’s World City.

Hong Kong continues to hold title as the world’s most visited city for the seventh year in a row and one of the top five Muslim-friendly destinations among the non-OIC countries. In the first quarter of 2017, Malaysia recorded a 4.9% increase in overnight arrivals to Hong Kong despite the challenges of a soft economy and weakened currency, according to HKTB.

Following the three-year appointment, HKTB will tap into the agency’s industry experience in destination PR, digital knowledge, strong media relations and network of influencers to develop strategic brand advocacy.

Simon Wong, regional director of Southeast Asia at Hong Kong Tourism Board said, “We have entrusted essence Burson-Marsteller as our brand consultant as the team is experienced and has displayed creativity. We are confident that they will uphold Hong Kong’s reputation as a must-visit destination in the Asian region and showcase the very best of Hong Kong with diverse areas of appeal including Muslim-friendly offerings and facilities, while keeping content relevant to Malaysians.”

“We are proud to be working on such an exciting brand, and we believe that we will be able to add value to Hong Kong Tourism Board in achieving their business objectives. Our integrated PR and digital approach combined with a solid strategy will definitely be an asset in helping Hong Kong Tourism Board create powerful destination awareness and eventually drive more Malaysians to Hong Kong,” said Felix Heinimann, CEO of essence Burson-Marsteller.

HKTB also said its newly launched global brand campaign: ‘Best of all, its in Hong Kong’ captures the essence of HKTB’s efforts in promoting Hong Kong as a must-visit destination.

The campaign rolled out with promotional videos which highlighted four of Hong Kong’s diverse areas of appeal: gourmet dining, fashion and entertainment, family adventures by land, sea and sky, and the great outdoors – all introduced by locals who know the Asian cities well. With the recent developments and expansions in Hong Kong, visitors now have greater options to explore the city’s thriving artistic scenes, new galleries, exhibition spaces besides the Hong Kong Disneyland.

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