My Take | ‘The world’s biggest welcome’ needs to be in it for the long haul
- The ambitious ‘Hello Hong Kong’ campaign sidesteps the political developments that have altered the perception of the city overseas
An advertising campaign intended to restore confidence in Hong Kong after months of civil unrest declared in 2019: “We will no doubt bounce back. We always do.” It has taken a long time.
Another bid to “relaunch Hong Kong” the following year highlighted the city’s dynamism, cosmopolitan lifestyle and direct access to the mainland. But the pandemic put paid to that. Sweeping travel curbs and social distancing rules soon rendered such claims meaningless. Visitors evaporated and the city became isolated.
Then, the national security law and political changes that followed hit Hong Kong’s international image. The city changed and so did perceptions of it. Now, with most Covid-19 restrictions lifted, Hong Kong is seeking to recover lost ground.
An ambitious “Hello Hong Kong” campaign was launched last week, with 700,000 free air tickets enticing visitors to the city. There will be free drinks and HK$100 (US$12.75) vouchers to spend. Promotional videos are showcasing the city’s attractions and 1,000 movers and shakers will be invited to visit. Adding substance to style, 250 “mega events” and more than 100 exhibitions are planned. This expensive, glitzy campaign promises much. Now, it must deliver.
The tourists will, in time, return. The free air tickets alone are expected to draw 1.5 million in six months. But this will only happen once the remaining requirements for them to take a Covid test and wear a mask are removed.
One of the campaign’s many slogans is “Seeing is believing”. This cuts both ways. Hong Kong has much to offer those wanting to shop, eat, drink, or sightsee. But if the visitors don’t form a positive impression, the campaign will backfire.