. Explains Hong Kong has positioned itself as the gateway to China and Asia as a world city. The Hong Kong SAR Government (HKSARG) Program Brand Hong Kong (BrandHK) uses the slogan “Hong Kong:. Asia’s world city” HKSARG has some U.S. spent $ 1.24 million tax dollars for branding program and it is important to measure its effectiveness . The public is displayed about the messages and the distinction of earlier campaigns of the Hong Kong Tourism Board (HKTB. .. Read More »


. Explains Hong Kong has positioned itself as the gateway to China and Asia as a world city. The Hong Kong SAR Government (HKSARG) Program Brand Hong Kong (BrandHK) uses the slogan “Hong Kong:. Asia’s world city” HKSARG has some U.S. spent $ 1.24 million tax dollars for branding program and it is important to measure its effectiveness . The public is displayed about the messages and the distinction of earlier campaigns of the Hong Kong Tourism Board (HKTB) run confused. The case highlights HKTB and its successful experience in marketing Hong Kong as a tourist destination and what BrandHK can learn from it. Also focuses on the HKSARG attempt BrandHK with traditional marketing tools and how new marketing tools, such as the Internet to market, could and should be used.
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from
Julie Yu,
Marissa McCauley,
Shamza Khan
Source: University of Hong Kong
12 pages.
Publication Date: Jan 15, 2003. Prod #: HKU243-PDF-ENG
“Asia’s World City” Hong Kong New Identity HBR case solution

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