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Opinion | 6 steps Hong Kong can take to regain the global spotlight
- After defining its vision and brand, Hong Kong should use its flagship airline and ambassadors from sectors ranging from lifestyle to business to tells its story globally
- Initiatives such as a visitors passport and tax incentives could sweeten the deal
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The mood music surrounding Hong Kong is dramatically changing for the better. The various international meetings taking place here confirm that Hong Kong is coming back. In fact, it never went away, but Covid-19 restrictions made it virtually impossible to function as an international business hub.
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So what now? How to do we regain our presence on the global stage? I believe there are six initiatives that will transform Hong Kong’s reputation going forward as a place to work, live, visit and love.
First, vision. The Hong Kong government has a golden opportunity to rewrite history and reclaim the city’s place in the world. The government needs to define what Hong Kong is and represents for residents, visitors and businesses.
Most importantly, how will the government secure hope for the younger generation who, in many cases, feel their future is bleak? What opportunities does the city offer? Define them for today and for the future.
Second, brand. With a vision in place, we can then properly tell our story. The Hello Kitty – sorry, Hello Hong Kong – “campaign” is not the answer. We need a visionary, uplifting and authentic global campaign that captures the heart and soul of what Hong Kong is and will become.
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Find the best local and global creative professionals. Hire them to capture the world’s imagination through stunning films, images and words. Roll this campaign out through modern media channels. Connect with the people who matter to our future – which is everyone.
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