HK government awards Consulum US$6m ‘Relaunch Hong Kong’ contract

The Hong Kong government has given the lucrative, yet controversial “Relaunch Hong Kong” campaign contract, to Consulum.

In a statement provided by Hong Kong’s Information Services Department (ISD), Consulum will be responsible for developing a communications strategy as well as a marketing and advertising plan to highlight Hong Kong’s recovery, and help rebuild confidence in the city as a place to invest, do business, work, and live.

It will also carry out local and international baseline research to shape an issues and crisis management programme that will address the information needs and current perceptions of Hong Kong’s key global stakeholders.

After the pitch closed on 15 May, Consulum landed the one-year contract worth US$6,289,215. 

ISD’s deputy director Brett Free said: “We believe this initiative can help Hong Kong reconnect with global audiences as we gradually reopen for business and visitors after the worldwide fight against COVID-19 subsides.

“This programme will help us inform global audiences about Hong Kong’s economic recovery and responses to issues of international interest, including the facts surrounding Hong Kong’s efforts to address the COVID-19 crisis, and that Hong Kong remains always welcoming and open for business.”

According to PRovoke, Consulum’s Hong Kong office was established on 15 May, two weeks after the global PR tender was made public. ISD said in the same statement it had received seven bids in total, without revealing how many of them met the relevant criteria.

It was also reported that Edelman, Qorvis/MSL, and Singapore-based firm Redhill took part in the bidding. However, some of them withdrew their bids, including Edelman. Other major agencies such as Ogilvy, Omnicom Group, including FleishmanHillard, Ketchum, and Ruder Finn, reportedly also passed on the bidding.

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