7 The office will be used as a base to reach the whole far east market and Mr Fraser explained that Japan would remain the prime target, Dodwells work would continue but be controlled and supplemented from HK. In all 50% of his inward investment effort would be directed towards Japan with the remaining 50% divided between the rest of the far east, including China, with whom NEDC are establishing good links. In addition some time would be devoted to promoting exports from the North East to the area. this point Mr Charik warned for future reference that IBB would not fund this element of NEDCs' activities.
NEDC PRESENTATION/PROFILE
At
8 In answer to specific questions on the way NEDC would sell itself in HK Mr Fraser confirmed that they would not change their plan of campaign, there was limited potential and person to person contact, use of the Chamber of Commerce and occasional seminars would suffice. Obviously promotion of the North East would be constantly in mind but this could only be sensibly done by promoting the UK and Europe and then the North East as a worthwhile area in which to locate. The profile would not therefore be too parochial and NEDC would never criticise other areas but where they had a strong case as with the example of Nissan, it would be used.
9 As regards advertising, NEDC found this cheaper in HK and more cost effective in the response rate and have been advertising in the area for 3/4 years in for example the Far East Economic Review. Plans are to continue advertising in the coming year but possibly spending less because the quality of response has been poor lately, and concentrating on the Chinese language press. Examples of advertisments were promised by NEDC.
10 Having listened to NEDCs' case Mr Leeks sounded a word of warning on the political situation in HK. In the past year, following the signing of the agreement with China, the HK Government has been cautious about its' association with inward investment to the UK and has being following a policy of being seen to be excercising self deninal. Having reviewed NEDCs' proposals the HK Government has reiterated its stance. As far as the FCO is concerned therefore the key point will be the profile and presentation adopted by NEDC.
11 Consultations should now be made at home and overseas and hopefully it will be seen that NEDC have not and are not likely to cause problems for the HK Government. A quick conclusion would be appreciated.
12 In conclusion a few queries were raised on NEDCs' costing of the HK office but were clarified when it was learnt that their costings related to a 3 rather than 4 bedroomed appartment.
Diana Roberts
17/12/85.
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