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Hong Kong

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by

Alec Mak

on 13 November 2013

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Transcript of Hong Kong


Hong Kong
World City - The Background
1
What is a world city
?
Singapore
London
NYC
Shanghai
A world city
should include
Cosmopolitan

Business-friendly
Skilled Workforce
First-rate Infrastructure
Free Flow of Information
An Interesting Place
Hong Kong
What
about
Strengths
of
Hong Kong
Top
Tourist
Destination
Best
Business
City
Gateway
To
China
Super
Conectivity

Strengths
of
Hong Kong
Brand
HK
BrandHK
is a major new
global
program of the Hong Kong government to
focus
greater
international attention
on Hong Kong’s drive to be


Asia’s world city
.
Development Of Brand HK
1997
2000
2001
Idea emerged
-Return to China
-Vanish from the
International stage
-Promote as a SAR
Decided to start
the program
- 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
Brand HK
May 2001
The Fortune Global Forum
Hong Kong
Budgeted
9.7
HKD
millions
Speakers
12 Top
HK Officials
Audience

600
Chief Executives And Company Presidents

The Launch of Brand HK
2
2.1 Positioning
2.2 Concept

Echo
The Process of Positioning
Research
A Two-year Study By The ISD
invited leading international communications companies to propose
NEED:
PROBLEM:
an umbrella brand for HK
low relevance
Burson-Marsteller study
HK9.3million contract

research on location promotions and branding campaigns
NEED:
PROBLEM:
location positioning
too much tourism-related
Concept
Free
Enter-
prising
Quality
Living
Innovative
Excellence

Core
Value
Of HK
Cosmo-
politan
Secure
Dynamic
Diverse
Connected
ATTRIBUTES
Visual Identity
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

Brand HK
?
3
Promotion Strategy
ISD VS HKTB
Market segmentation
IMC approach to promotion
Different Promotional Efforts
Iris
Market
Segmentation
Segmentation By
Geographic Location
Hong Kong

The International Arena
Segmentation By benefits

Tourists
Business audiences
Government audiences
Artists
Prospective students
Other stakeholders…
IMC
Integrated Marketing Communication
Company carefully integrates and coordinates its many
communication channels
to deliver
a clear and consistent
message.

Multiple Communication Channels
Advertising:
press media, public displays, outdoor advertising

The Concept of

Promotional events
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
14
Economic and Trade Offices (ETOs)
Problem
4
By Summer
!
People’s perception of Brand HK does not meet the expectation
Expectation:
The logo with letter "HK"
representing HK
Tourism
Trade
Invest-
ment
Arts
Sport &
Leisure
How to
improve
?
1.
The Long-term Advertising Program
Traditional media: newspaper, magazine, television
Mobile media: bus, subway
New media: internet
2
Relationship Building
with Government



Enhance the relationship with the government offices, like Liaison Office.
4
Logo Classification by Color

Blue : leisure

Green: art

Red: tourism

Yellow: economy

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

Seira
- World Cities Around The World
- Development of Brand HK
a reputation
for:
Conclusion
- 4 Tips For Branding
By Alec
What contributes
to a good branding
?
One

An Accurate Positioning
What kinds of business we are doing?
What we can offer?
What our target
audience needs?


A on developing the message
long-term vision
"I need it."
"I want it!"
Two
"We are the offspring of the dragon!
We are Asia's World City! "
Confusing messages from different sources
Background
Brand Positioning
Promotion Strategy
Problems and Suggestions
Conclusion
Asia's World City
Global city index(2012)
Global Economic Power
Index(2012)
Global Power City Index(2012)
Ranking of Global Cities
(published by the American Journal Foreign Policy in 2012 )
Cosmopolitan
Education
A Free and
Open Society
“World City” concept emerged in the late 20th century.
ISD VS HKTB - Comparison
ISD

Develop an all-round city branding program

Carry out research
Select brandline
Coordinate the program delivery
Need to learn from HKTB

HKTB

Marketing and promoting Hong Kong as a tourist destination

“City of Life” Campaign since 1998
World network of 14 offices
DiscoverHongKong.com
Red junk promoted since 1972

(Hong Kong Tourism Board)
(Information Services Department)
the British Rugby League
Entertainment Expo
Dragon Boat Race
Company carefully integrates and coordinates its many communication channels to deliver a clear and consistent message.

Public
Relations
Packaging
Advertising
Personal
Selling
Sales
Promotion
Message
Direct
Marketing
Event
Marketing
3
Setting Up More Overseas ETOs

Set up offices in regions of huge marketing potential, such as Russia , Africa and South America.


=
Foreseeable Future
&
Expectation
Three
Suitable Strategy and Pertinence
Localize
&
Stick to your branding objectives
Pertinence
zhen dui xing
the messages
Four
Interact and always listen to your stakeholders
Branding
is a step by step procedure.
People need to
experience
and
communicate

with the brand
Listen
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
Redesigned
5. All-round Participation
6. Design Mascot
Full transcript