Hong Kong Moves from Response to Reassurance

With the SARS outbreak contained, the Director-General of Investment Promotion at Invest Hong Kong, Mr Mike Rowse, has stressed the importance of actively rebuilding local and international confidence in Hong Kong, promoting domestic consumption and attracting international business and trade.

Mr Rowse said that the events designed to relaunch Hong Kong are integral elements of a strategic three-pronged approach: Response, Reassurance and Recovery.

Mr Rowse described the second stage: “Reassurance means that we will now aggressively reach out to the international community to explain that the battle against SARS is won and that Hong Kong is open for business once again."

Immediate steps include:

• actively engaging governments, event organizers and corporations to lift travel restrictions on Hong Kong

• taking out advertising in leading newspapers in Asia, Europe,  Australia and the US, highlighting that Hong Kong is safe to visit

• using Hong Kong’s overseas representatives as spokespeople to reach international audiences in broadcast and print media

• communicating directly with stakeholders and friends of Hong Kong through e-mails, telephone calls and letters and enlisting them in Hong Kong’s communications strategy

• boosting confidence and promoting business and local consumption through major events

With Hong Kong now in the Reassurance Phase and approaching Recovery, we have clearly demonstrated our ‘can do' spirit and the professionalism and dedication which make Hong Kong such a unique and successful place," said Mr Rowse.

Top