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"Relaunch HK" - PR Firms bidding...

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  1. #11

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    Unsurprisingly the Singaporean firm (which arguably has experience working with in a semi-authoritarian city state — see the similarities?) is still bidding
    https://twitter.com/hongkongf...386271232?s=21

    https://twitter.com/hongkongf...636128769?s=21

    Last edited by shri; 08-07-2020 at 05:37 PM.

  2. #12

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    Quote Originally Posted by MatthieuTofu:
    Unsurprisingly the Singaporean firm (which arguably has experience working with in a semi-authoritarian city state — see the similarities?) is still bidding
    https://twitter.com/hongkongfp/statu...386271232?s=21

    https://twitter.com/hongkongfp/statu...636128769?s=21
    Well they become the PR firm that the government will select by default then. Its not like the government has an alternative now, unless they want to re-tender the process yet again, which I doubt they are keen to do. So the government will have to cough up more cash than they want now since there is isn't another choice to choose from.

  3. #13

    They have experience working with toxic clients apparently https://hongkongfp.com/2020/06/29/pr...nch-hong-kong/


  4. #14

  5. #15

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    Looks like they're forming their team...

    Shorthouse, who has been named partner, spent the past two years as director of strategy and communications at Hong Kong's English Schools Foundation, the city's biggest international schools group.
    Ex-SCMP journalist Fitzpatrick, meanwhile, also joins Consulum as a partner, after five years with Hawker Britton, a government relations consultancy in Brisbane.
    and

    Most recently director of communications and government relations at the American Chamber of Commerce, Tsang also spent five years at WWF Hong Kong, and served as a senior researcher in the Hong Kong government's Central Policy Unit.
    https://www.provokemedia.com/latest/...ong-assignment

  6. #16

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  7. #17

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    Consulum's one-year contract with Hong Kong's Information Services Department (ISD) expired on 23 June 2021, but an ISD spokesperson told PRovoke Media that the agency had "agreed to work with us until end-July to finalise the advertising collaterals and marketing plans under the current scope of work without additional cost."


    However, the ISD spokesperson this time clarified that Consulum had met the various requirements of the $6.3m contract: "The consultants conducted local and international baseline research to better understand perceptions about Hong Kong in key markets and to test messages developed for a publicity campaign. Based on the research findings, a communications strategy, phased plan and messaging, a marketing and advertising plan, and advertising collaterals were developed and delivered as required."
    But they did get paid...

    https://www.provokemedia.com/latest/...-before-launch

  8. #18

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    Can't they just use some of their old campaigns?

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  9. #19

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    Advertising != PR ... I think...


  10. #20

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    Questions were answered today.

    (1) of the details of the communications strategy as well as the marketing and advertising plan developed by Consulum, and the implementation progress of that plan;

    (2) whether it has formulated performance indicators for the various tasks under the theme; if so, of the details and whether such indicators have been met; if not, the reasons for that;

    (3) of a breakdown of the estimated expenditure on the various tasks under the theme; and

    (4) given that the aforesaid contract expired in June this year, whether the Government has plans to award new contracts for the follow-up plans for the theme; if so, of the details; if not, the reasons for that?
    (1) During the contract period, the contractor conducted local and international baseline research to help us better understand perceptions about Hong Kong in key markets. The research found varying degrees of receptiveness to positive messages about Hong Kong in selected target markets. Market responses were favourable towards Brand Hong Kong attributes such as cosmopolitan, diverse, dynamic and connected. Hong Kong's lifestyle also tracked very well as a city for dining at quality restaurants, attending world-class events, and visiting theatres or museums. The research showed that Hong Kong had unique advantages over other competing cities in Asia. Hong Kong was the only Asian city that possessed three important attributes, namely, access to markets in Mainland China and Asia; provision of a sophisticated and secure pro-business platform; and a cosmopolitan lifestyle.

    Based on the aforesaid research findings, a communications strategy, phased plans and messaging, a marketing and advertising plan, and advertising collaterals were developed and delivered by the contractor in accordance with the requirements stated in the contract. The contractor also tested the publicity messages and confirmed that they would help improve perceptions of Hong Kong among audiences.

    The tested core message is: "Hong Kong is the only city in the world that offers a secure, dynamic environment for business, an exciting, cosmopolitan lifestyle and direct access to the Mainland market". The four supporting messages are: "Hong Kong is a safe, growing market with considerable potential"; "Hong Kong is the ideal springboard to the Mainland and Asian markets"; "Hong Kong has a reputation for innovation, creativity and entrepreneurial spirit"; and "Hong Kong's cosmopolitan character and cultural richness makes it a great place to live in".

    Due to lingering uncertainties about the COVID-19 situation, we will take a phased approach for the rollout of our publicity plans. We will adopt the aforementioned advertising and publicity messages to launch a business confidence campaign overseas later this year to reinforce Hong Kong's image as the best place in Asia to live, work and invest in, and pave the way for the "Relaunch Hong Kong" campaign tentatively scheduled for next year.

    (2) Pursuant to the contract, the contractor was required to deliver a range of services within the contract period, including devising the overall strategy, publicity plans, a messaging book, media list in target markets, a crisis management plan, a marketing and media buying plan and creative designs. All of these services were delivered on schedule based on the requirements stipulated in the contract.

    (3) The total value of the one-year contract was about US$6.4 million. Since there was a change in the promotion strategy and implementation timeline during the contract period, the contractor was no longer required to monitor and conduct an impact assessment of the campaign. This resulted in a saving of about US$730,000. As such, the final contract sum payable to the contractor was about US$5.7 million. Due to commercially-sensitive price information, we are unable to provide a breakdown of individual items.

    (4) The actual implementation timeline, scope and scale of the "Relaunch Hong Kong" campaign will largely hinge on the global COVID-19 development and the recovery of business activities. The ISD has no plans at this stage to engage new public relations consultancy services.
    https://www.info.gov.hk/gia/general/...1081800279.htm