Fleishman secured the business ahead of eight other competitors, and will set up an online platform to conduct the opinion research. While the ‘Asia’s World City’ positioning has been running since 2001, the ISD has generated considerable criticism locally for conflicting with other governmental bodies such as the Hong Kong Tourism Board, and Invest Hong Kong.
“There are views that Hong Kong could do more in terms of environmental protection, promotion of arts and culture, heritage conservation and keeping up English proficiency standards,” said an ISD spokesperson. “In fact, the gap between the brand vision and the perception of the community is exactly what we are trying to find out through this review exercise.”
The research project will comprise two components, explained Fleishman Hong Kong GM Rachel Catanach, one gauging the values and attributes that make up the ‘DNA’ of Brand Hong Kong, and the other soliciting views among Hong Kong’s public. The initial Brand Hong Kong positioning was developed by Burson-Marsteller, Landor Associates and Wirthlin Worldwide.
“There are views that Hong Kong could do more in terms of environmental protection, promotion of arts and culture, heritage conservation and keeping up English proficiency standards,” said an ISD spokesperson. “In fact, the gap between the brand vision and the perception of the community is exactly what we are trying to find out through this review exercise.”
The research project will comprise two components, explained Fleishman Hong Kong GM Rachel Catanach, one gauging the values and attributes that make up the ‘DNA’ of Brand Hong Kong, and the other soliciting views among Hong Kong’s public. The initial Brand Hong Kong positioning was developed by Burson-Marsteller, Landor Associates and Wirthlin Worldwide.
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