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Press Release

Hong Kong announces relaunch campaign in ASEAN

July 7, 2003

The Hong Kong Economic and Trade Office (HKETO) in Singapore today (July 2) announced a massive relaunch campaign across major ASEAN (Association of South East Asian Nations) cities to restore confidence of people in the Region in traveling to Hong Kong.

Following the removal of Hong Kong from the World Health Organization's list of areas with local transmission of Severe Acute Respiratory Syndrome (SARS), senior members of the "Hong Kong Family" in ASEAN joined together to outline the plans of relaunching activities in the Region.

The Director of HKETO in Singapore, Mr Rex Chang, said: "Hong Kong is once again a safe place to visit and do business as the city has successfully contained SARS. Hong Kong is now healthier and cleaner, and will improve still further in future.

"Since the outbreak of SARS in March, we have regularly updated health officials, business contacts, chambers of commerce, business and community associations, the travel trade, as well as the media in the region on the latest SARS situation in Hong Kong."

Joining Mr Chang on the platform today were Mr David Leung, Regional Director - South and Southeast Asia, Hong Kong Tourism Board (HKTB) and Miss Loretta Wan, Regional Director - South East Asia, Hong Kong Trade Development Council (HKTDC).

"Hong Kong is now in full throttle heading into the Recovery Stage and tremendous efforts are being made to revitalize the economy," said Mr Chang, "and the Government of the Hong Kong Special Administrative Region has already launched a high profile 'Relaunch Hong Kong' campaign worldwide. Major activities include launching of global tourism campaign, organizing major sports and cultural events with world famous names, organizing high level international tourism and business forums, conducting international roadshows, etc."

Some of the initiatives being launched under the relaunch campaign in major ASEAN countries by the HKETO, HKTB and HKTDC include:

  • "Hong Kong Looking Ahead" Receptions to kick start the campaign;
  • "Hong Kong Welcomes You!" Fairs to showcase Hong Kong as a premier business, leisure and cultural hub. These Fairs will feature a Hong Kong photo exhibition, cultural performances by Hong Kong artists, demonstration of traditional craftsmanship, customers' travel trade show, etc. In some markets, Hong Kong celebrities will also join to grace the event.
  • Media conferences/briefings and dissemination of press releases to the news organizations;
  • An extensive publicity drive with advertisements to be placed in key media outlets. Mounting of outdoor and mobile publicity to promote Hong Kong as Asia's world city;
  • Consumer promotions with media partners.
  • Familiarisation trips for trade representatives and the media to Hong Kong;
  • High-powered business talks/seminars with speakers from Hong Kong to update the business sector on the trading and investment opportunities in Hong Kong, and to demonstrate Hong Kong as Asia's key business and financial centre and the best location for regional operations;
  • Trade/buying missions to Hong Kong to attend various trade exhibitions /fairs; and
  • Trade fairs and cross product image promotion.

The HKTB's David Leung said: "Hong Kong is ready to welcome back visitors with irresistible offers and events".

Under the banner "Hong Kong Welcomes You!", the HKTB's Global Recovery Campaign will include:

  • A two-month long "Hong Kong Welcomes You" Promotion from July 13 to September 15 to feature a wide range of special travel offers and in-town activities;
  • A major "Welcome Day" in mid-August to invite leading trade and media representatives from all over the world to enjoy a spectacular series of special events; and
  • A series of mega events and promotions running from mid-August until March 2004.

"Our recovery plan is sustainable and forward looking, combining both short-term initiatives that will attract visitors back with unbeatable special offers, and spectacular events that can reinforce Hong Kong's long term destination image and reputation", said Mr Leung, "our key objectives are to revive Hong Kong's tourism industry, revive business in key source markets, and build on Hong Kong's core strengths and values to reinforce its positioning as a significant market in the international arena."

"On the trade side, the relaunching activities will include enhanced publicity and promotion for scheduled exhibitions/fairs, launching supplementary exhibitions, extensive marketing campaign to restore the confidence of buyers, and major advertisement campaigns." Said HKTDC's Loretta Wan.

Mr Chang said: "Through this series of promotional activities, we aim to bring out the message to the international community that Hong Kong has emerged stronger and better. Hong Kong is safe to visit, and worth visiting. Hong Kong is Asia's world city and remains Asia's key business and financial centre."

The relaunch campaign in ASEAN will start with the "Hong Kong Looking Ahead" Receptions in Malaysia (Kuala Lumpur), Singapore and Thailand (Bangkok) on July 3, 7 and 9 respectively.

07 July 2003