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Transcript of Hong Kong
World City - The Background
What is a world city
A world city
Free Flow of Information
An Interesting Place
is a major new
program of the Hong Kong government to
on Hong Kong’s drive to be
Asia’s world city
Development Of Brand HK
-Return to China
-Vanish from the
-Promote as a SAR
Decided to start
- Emerge from the Asian financial crisis
- Continued Stature As A Hub
Introduce the brand
to the world
China’s entry into the WTO
The launch of
The Fortune Global Forum
Chief Executives And Company Presidents
The Launch of Brand HK
The Process of Positioning
A Two-year Study By The ISD
invited leading international communications companies to propose
an umbrella brand for HK
research on location promotions and branding campaigns
too much tourism-related
Key visual element of the brand:
A stylized dragon (the central component of the visual identity)
English and Chinese characters for HK
The brand line “Asia’s world city”
How to promote
ISD VS HKTB
IMC approach to promotion
Different Promotional Efforts
The International Arena
Segmentation By benefits
Integrated Marketing Communication
Company carefully integrates and coordinates its many
a clear and consistent
Multiple Communication Channels
press media, public displays, outdoor advertising
The Concept of
The use of Internet
- Website: highly-customized, multi-language, informational
- Videos and music:
- E-book, brand booklet
Mobile application: This is Hong Kong
Different Promotion Efforts
Brand HK at Home:
- Buses, trams, the Star Ferry, trains…
- Public displays: wall banners, posters, …
- Roving exhibitions
Brand HK Around the World
Grand launch at the Fortune Global Forum 2001
- Participation in global events:
- 14 Overseas offices
The Fortune Global Forum 2001 in Hong Kong – “the ideal occasion to launch brand Hong Kong”
Hong Kong as the host city
Topic: “New Generation Asia”
China’s entry into the WTO in 2001
a major global event
High-profile meeting---VIPs and leading business executives from around the world
Economic and Trade Offices (ETOs)
People’s perception of Brand HK does not meet the expectation
The logo with letter "HK"
The Long-term Advertising Program
Traditional media: newspaper, magazine, television
Mobile media: bus, subway
New media: internet
Enhance the relationship with the government offices, like Liaison Office.
Logo Classification by Color
Blue : leisure
Black : sport
Do not only act as the title sponsor, but also join in the relative event
produce the unique mascot with the image of logo
- World Cities Around The World
- Development of Brand HK
- 4 Tips For Branding
to a good branding
An Accurate Positioning
What kinds of business we are doing?
What we can offer?
What our target
A on developing the message
"I need it."
"I want it!"
"We are the offspring of the dragon!
We are Asia's World City! "
Confusing messages from different sources
Problems and Suggestions
Asia's World City
Global city index(2012)
Global Economic Power
Global Power City Index(2012)
Ranking of Global Cities
(published by the American Journal Foreign Policy in 2012 )
A Free and
“World City” concept emerged in the late 20th century.
ISD VS HKTB - Comparison
Develop an all-round city branding program
Carry out research
Coordinate the program delivery
Need to learn from HKTB
Marketing and promoting Hong Kong as a tourist destination
“City of Life” Campaign since 1998
World network of 14 offices
Red junk promoted since 1972
(Hong Kong Tourism Board)
(Information Services Department)
the British Rugby League
Dragon Boat Race
Company carefully integrates and coordinates its many communication channels to deliver a clear and consistent message.
Setting Up More Overseas ETOs
Set up offices in regions of huge marketing potential, such as Russia , Africa and South America.
Suitable Strategy and Pertinence
Stick to your branding objectives
zhen dui xing
Interact and always listen to your stakeholders
is a step by step procedure.
People need to
with the brand
Build A Long-term Relationship
Thanks For Watching!
1. An Accurate Positioning
2. A long-tern vision on developing the message
3. Suitable Strategy and Pertinence
4. Interact and always listen to your stakeholders
5. All-round Participation
6. Design Mascot