Home-grown innovation and creativity are the driving forces behind Brand Hong Kong’s latest global marketing initiative.
Launching this week, the "Our Hong Kong" tagline will replace "Faces of Hong Kong" campaign which has run for the past five years.
The campaign launch coincides with the visit to North America by chief executive C Y Leung, who is attending two major trade and investment conferences in Toronto and Chicago.
"Our Hong Kong" aims to promote Hong Kong's soft strengths, achievements and aspirations and invites audiences to it "Your Hong Kong" – as entrepreneurs, investors or visitors.
The initial focus will be on Hong Kong's strengthening advantages in four key areas: financial services, innovation and technology, arts and culture and green living.
The global campaign will have a focus on three key regions: North America, Europe and Asia Pacific.
With creative development by BlueCurrent, Brand Hong Kong has tapped UM as its global media agency to oversee strategic budget allocation, media planning and buying.
The global launch campaign will include a combination of video, print and online content.
Earlier this year the financial secretary announced an additional $26 million to enhance Hong Kong's public relations and promotional efforts.
Some $20 million for publicity and promotions programmes outside Hong Kong and about $6 million for local publicity and promotions.
Among the four main executions are the follow two:
Where East meets West: This execution focuses on arts and culture through the eyes of a "typical Hong Kong girl" who loves performing arts, including Cantonese opera.
The new clean fuel: Will focus on innovation and technology and highlights a breakthrough by Hong Kong scientists researching the chemical generation of hydrogen, a clean fuel.