‘Hong Kong remains free’: city launches new PR blitz overseas after six months of protests
- Full-page advert appearing in newspapers across the world touts the freedoms granted under ‘one country, two systems’
- But sceptics say city is past the point at which political cracks can be papered over
The Wall Street Journal, The Financial Times and The Australian newspapers on Monday carried a full-page advertisement extolling Hong Kong for its strong fundamentals even as it struggles through its worst political crisis since the 1997 handover.
“It’s been tough but we will soldier on,” the advert says. “The economy has taken a dip, but we will bounce back strong.”
While describing the international financial hub as “competitive” and “highly internationalised,” the advert touts the rights and freedoms granted to Hong Kong under the “one country, two systems” governing principle, including freedom of speech, freedom of the press, freedom of religion and the free flow of capital. Under the principle, the city is promised a high-level of autonomy from Beijing and rights and freedoms not enjoyed in mainland China.
Hong Kong launches global ad campaign to reassure investors
The latest PR push, which will roll out across newspapers in North America, Europe, Asia and Australia, comes after the Hong Kong government in September took out similar adverts touting the city as a “safe, open, welcoming and cosmopolitan society and an internationally connected, vibrant and dynamic economy”.
“Social unrest and violent protests have seriously affected Hong Kong’s international image and adversely affected the economy, particularly the tourism, retail, hotel, food and beverage sectors,” said Evelyn Ho, a spokeswoman at the Information Services Department.
Hong Kong slips into recession as economy shrinks 3.2 per cent in the third quarter
“The Hong Kong SAR Government needs to update international audiences about the latest situation in Hong Kong.”
“The purpose of the ads is to stress to international audiences that Hong Kong remains a welcoming and free society, that Hong Kong will soldier on and that our economy will bounce back strong, given our strong fundamentals,” Ho said.
Ho said the total cost of the campaign was not yet known as advertisements were still being placed in newspapers.
However, Ben Bland, a research fellow at the Sydney-based Lowy Institute and the author of Generation HK: Seeking Identity in China’s Shadow, expressed scepticism about the effectiveness of the adverts.
“Hong Kong is way past the point at which PR campaigns can paper over the deep political cracks in the city’s foundations,” said Bland.
“Hong Kong is a major commercial hub for Australian investors and they are concerned about the city’s direction of travel. However, the Hong Kong government is unlikely to reassure them by simply repeating slogans about the city’s freedoms.”
James Laurenceson, acting director of the Australia-China Relations Institute in Sydney, said a PR campaign would probably have little impact on the perceptions of Australian businesses.
“Most are sensible enough to understand that there remain material differences, including significant benefits, from being located in Hong Kong rather than the mainland,” Laurenceson said.
“Nonetheless, there’s also now a growing view that ‘one country, two systems’ isn’t the same strong and sustainable formula it was once seen to be. And in terms of trade flows, the mainland remains the main economic game.”
