Brandhk
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Ўј MARKET SEGMENT WITHIN TOURISM
1. Segment basis
2. Market Segment of BrandHK within tourism
Ўј UMBRELLA POSITION OF BRANDHK
Ўј HOW SHOULD BRANDHK BE POSITIONED?
Ўј LEARNING FROM HKTB AND OTHER BRAND SATE PROGRAMS
Ўј STRENGTH AND RESOURCES OF THE HKTB
HKTB (The Hong Kong Tourism Association)
Ўј ISDÐŽ¦S STRATEGIES
1. Customized tourist service.
2. Overcome the Chinese Regulation
3. Adopting Chinese good images
4. Getting Main Land people
Ўј MARKETING STRATEGY
Ўј CAPITALIZE ON THE INTERNET
Ўј MEASURING THE EFFECTIVENESS
Ўј Market segment within tourism
1. Segment basis
Five percent of Hong KongÐŽ¦s GDP was generated from the tourism industry and the earnings in 2000 were about HK$76.4 billion (US$9.7 billion). Around 50,000 visitors have arrived each year since Hong Kong Tourist Association was established in 1957. In 2000, Hong Kong was the worldÐŽ¦s 14th ÐŽVmost-popular tourist destination and the only city in the list of Top 15 destinations according to the World Tourism Organization and the total visitors increased to 13.06 million, or an average of more than 35,000 visitors a day. In 2001, visitor arrivals reached 13.7 million.
2. Market Segment of BrandHK within tourism
The market segment of BrandHK within tourism is a tourist and convention destination and the Hong Kong Tourism Board (HKTB) had been successful in its primary functions of marketing and promotion. Its website discoveryhongkong.com, catering for international tourists, attracts three million page views per month.
The tourism board offered a ÐŽ§City of Life: Hong Kong Is It!ÐŽÐ VIP Card to bona fide visitors. This card was free of charge and carried special privileges at 629 shopping outlets and department stores throughout the city. Selected tours were also discounted up to 50% for cardholders.
Ўј Umbrella position of BrandHK
Hong Kong was highly regarded as ÐŽ§uniqueÐŽÐ and ÐŽ§dynamicÐŽÐ by some 70 percent of American business executives and public officials meanwhile Ottawa has a successful campaign ÐŽ§Technically beautifulÐŽÐ and New Zealand and Canada claimed the strength of a ÐŽ§friendlyÐŽÐ brand, an association that Hong Kong lacked. And Hong Kong needs to promote its unique position as one of the most cosmopolitan and vibrant cities in Asia to a wide range of international audiences.
BrandHK is a major new global program of the Hong Kong SAR Government to focus greater international attention on Hong KongÐŽ¦s drive to be AsiaÐŽ¦s world city. BrandHK is an umbrella position for Hong Kong as a whole and has been designed to encompass the many facets of Hong Kong in trade, finance, technology, investment, tourism, the arts, sport and leisure. So brandHK should target on these areas to strengthen its brand power.
[BrandHK: Umbrella Position]
Ўј How should BrandHK be positioned?
Hong Kong is one of the worldÐŽ¦s famous tourist attractions. Therefore tourist industry is important to Hong Kong. However, what brandHK wanted to make is not only ÐŽÒsightseeingÐŽ¦, ÐŽÒshoppingÐŽ¦, and ÐŽÒeatingÐŽ¦ but also trade, finance and technology.
In actually, Hong Kong was chosen as the ideal occasion of launch a major international branding program in may 2001. Also, some 70 per cent of American business executives and public officials thought that ÐŽ§uniqueÐŽÐ and ÐŽ§dynamicÐŽÐ.
Consequently, ISD should set the image of city Hong Kong, ÐŽ§city of opportunity, creativity and entrepreneurship coverage. Dynamic physical and cultural hub with world class infrastructure, AsiaÐŽ¦s most strategic location, and a global network of people with an impressive record of success that can support achievement of companyÐŽ¦s goals and objectives.ÐŽÐ In addition, like Hong Kong government insists, ISD has to support the image of city as AsiaÐŽ¦s world city. ÐŽÒProgressive, Free, Stable, Opportunity, and High Quality.ÐŽ¦
Ўј Learning From HKTB and other brand sate programs
HKTB (The Hong Kong Tourism Board) was renewed in 2001 to represent Hong KongÐŽ¦s tourism-related industries in Hong KongÐŽ¦s entry. Before HKTB, Hong Kong had HKTA (The Hong Kong Tourist Association) that was too old to compete with huge and rapidly changing rivals. HKTA established [www.discoverhongkong.com] to contact with worldwide customers with ÐŽ§Hong Kong: City of LifeÐŽÐ campaign. The site prepared 12 languages for 20 cities and countries including Australia, Canada, China, Taiwan, France, Germany, Italy, Japan, Korea, Malaysia, Mexico, New Zealand, and the South Pacific, Russia, South and South East Asia, Spain, Switzerland, Thailand, the United Kingdom, and the USA.
Also at the international airport, Chek Lap Kok, and some visitor centers, the HKTB offered ÐŽ§City of Life: Hong Kong Is It!ÐŽÐ VIP card to customers carried shopping discount coupons at 629 outlets and so on.
For those marketing and promotion of the HKTB, Hong KongÐŽ¦s identities as a tourist and convention destination became sustainable. Moreover, with this logo ÐŽ§City of LifeÐŽÐ, Hong Kong took two PATA (Pacific Asia Travel Association) Gold Awards for best international Marketing Program and best Website.
Hong Kong decided to maintain the campaign ÐŽ§City of LifeÐŽÐ until 2003 with ÐŽ§mega-eventsÐŽÐ and attractions in every district of Hong Kong.
If you see the ÐŽ§world cityÐŽÐ brands such as New York (ÐŽ§I love New York.), Ottawa (ÐŽ§Technically BeautifulÐŽÐ), New Zealand and Canada