Launched in April 23 by the Chief Secretary for Administration (CS), Mrs Carrie Lam, “Hong Kong : Our Home” marketing campaign is a city-wide public participation campaign that aims to inject positive energy into society, foster social cohesion and promote care, mutual help and solidarity in the community.
The campaign will be divided into four sectors :
- Vibrant Hong Kong
Major cultural, sports and recreational activities that promote the vibrancy and diversity of Hong Kong.
- Hip Hong Kong
Activities for young people nurturing their vision, creativity, leadership and commitment.
- Caring Hong Kong
Events that will foster mutual help among neighbours and encourage people to show care and concern for the under-privileged and the disadvantaged.
- Fresh Hong Kong
Promotional activities on low-carbon and low-waste lifestyle, appreciation of the city’s natural heritage and a healthy lifestyle.
Planned to run until the end of 2013 and has the enthusiastic backing of the Chief Executive (CE), Mr C Y Leung, and his team, “Hong Kong : Our Home” marketing campaign is anchored in the CE’s Policy Address initiatives in relation to “A Caring Society and a Home for the People”, “Environmental Protection and Conservation” as well as “Arts and Culture and Sports Development”.
“Hong Kong : Our Home” marketing campaign emphasises “public participation”, and all people who call Hong Kong their home are welcome to join by way of either organising or simply joining the activities. The Administration’s role is merely to provide a common platform that allows activities and events that align with the marketing campaign’s goals to be pooled under an umbrella theme to create greater synergy and public awareness.
As part of the marketing campaign strategy, more than 480 events and activities have been included in the campaign calendar of events, as well as digital representation on the website, partner organisations and social media, TVC and promotional video by celebrities.
Photos / Pictures / Images of Hong Kong : Our Home, City Marketing Campaign of Hong Kong