Dubbed “Hong Kong: Our Home”, the government campaign launched today acts as a government-backed online portal to help advertise a range of events promoting the city’s vibrancy and diversity.
Though with some overlap with the tourism board’s events, the campaign will be divided into four sectors: Vibrant Hong Kong – which focuses on cultural, sports and recreational activities; Hip Hong Kong for the younger generation; Caring Hong Kong to foster help among neighbours and encourages people to show care; and Fresh Hong Kong for environment events.
Leveraging on existing resources, the portal has already recruited nearly 200 partners to fatten up its events schedule. They include the likes of Bank of China, CLP Power, G.O.D., Green Power and Henderson Land Group.
“The point of the campaign is to instill a sense of positive energy in the people of Hong Kong and to inspire them to care and love its city,” a spokesperson said.
The portal is advertised through its YouTube channel, a TVC, and a promotional video by celebrities.