Replies to initial written questions raised by Finance Committee Members in examining the Estimates of Expenditure 2012-13 Director of Bureau : Secretary for Commerce and Economic Development Session No. 12 File name : cedb(cit)- doc
Download 4.05 Mb.
|
- Navigate this page:
- Examination of Estimates of Expenditure 2012-13
Question : What are the contents and features to be incorporated in the DiscoverHongKong.com website in the new financial year (2012-13) so as to enhance brand awareness among tourists? What does the above brand awareness refer to? What is the amount of cost involved for strengthening digital marketing and publicity initiatives? Which overseas TV networks will we partner with to produce programmes? Could the relevant programmes be cited? Could the titles of the relevant programmes and the estimated expenditure of each programme be cited? Asked by : Hon. TSE Wai-chun, Paul Reply : In 2012-13, the Hong Kong Tourism Board (HKTB) will launch a newly designed DiscoverHongKong.com website to showcase the tourism appeal of Hong Kong and disseminate the latest travel information on Hong Kong, such as information on mega events. The website will take on the theme “Asia’s World City”, with new design and interface, as well as enhanced architecture, so that users can access information even more efficiently. In addition, the HKTB will work closely with online sharing sites to include more user-generated content, including photos, videos and articles on Hong Kong, as well as sharing functions of social media platforms such as Facebook and Twitter. New interactive functions will also be added, such as maps using the positioning system to provide visitors with information on points of interest in their proximity and user-friendly itinerary planner. The HKTB has earmarked $25.2 million for digital marketing promotions in 2012-13. The amount already includes the costs for launching the newly designed website. In addition, the HKTB will produce and distribute video news releases of the HKTB’s mega events, such as the Dragon Boat Carnival and the Wine and Dine Festival, as well as unique local festivities in Hong Kong to news channels of TV networks worldwide. Furthermore, the HKTB will invite popular international and regional TV channels, such as CNN, Discovery Channel, National Geographic, CNBC, BBC World and Travel Channel, to cover the diverse tourism offerings and mega events of Hong Kong. The HKTB will also pitch international production companies to film their food and lifestyle programmes in Hong Kong. Currently, the HKTB is liaising with a number of TV channels on possible co-operative initiatives for their programmes including “爽食行天下” of Zhejiang Satellite TV and “Dream Team” of KBS. In 2012-13, the HKTB has earmarked $32.8 million for implementing its global public relations initiatives, including the expenditure on co-operation with international and regional TV networks. Details of the partnerships and expenditure to be incurred can only be finalised by the HKTB after discussion with individual networks. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||