ENG-2005 — Page 419

Communications, the Media and Information Technology ❘ 365

and enquiries from foreign media organisations and correspondents based in Hong Kong, runs a programme for visiting journalists and distributes promotional material on Hong Kong worldwide.

The Brand Management Unit is responsible for Brand Hong Kong, the visual identity of the HKSAR. The brand is used to promote Hong Kong as Asia's world city through a variety of channels locally and overseas. The unit, in conjunction with government departments and the private sector, organises activities for international audiences overseas and in Hong Kong showcases the city's attractions for visitors and the business community.

The Visits and International Conferences Sub-division runs the department's Sponsored Visitors Programme through which opinion-formers and decision makers are invited to visit Hong Kong as guests of the Government to enhance their understanding of the SAR. The sub-division also arranges programmes for other non-sponsored visitors coming to Hong Kong on private visits. In addition, it runs an Overseas Speakers Programme to reinforce foreign investors' confidence in Hong Kong. Arrangements are made for senior government officials and prominent local personalities to address targeted audiences abroad.

Promoting Hong Kong Overseas

Europe

Brussels ETO arranged programmes for several senior officials during 2005: the Permanent Secretary for Economic Development and Labour (February), the Secretary for the Civil Service (April), the Secretary for Industry, Commerce and Technology (May and December), the Secretary for Health, Welfare and Food (May), the Secretary for Economic Development and Labour (September). London ETO arranged programmes for the Secretary for Justice in January, the Secretary for Education and Manpower (February and July), the Secretary for the Civil Service (April) and the Secretary for Commerce, Industry and Technology (May). All promoted aspects of Hong Kong within their fields of responsibility.

Mr Donald Tsang made his first visit to Britain as Chief Executive during November. He met the Prime Minister, Mr Tony Blair, briefed Members of Parliament, had a round-table meeting with financial executives, addressed a top-level research group, launched a major promotion by the Hong Kong Tourism Board at Harrods and unveiled the London ETO's inaugural entry in the City of London Lord Mayor's Show. The show took the form of a parade through the streets of London on November 12, with Hong Kong's entry being a colourful float with a dragon dance. About 500 000 people watched the show, which was broadcast nationally in Britain and also to the BBC's 300 million global audience. Mr Tsang also appeared on the BBC's HardTalk programme and was guest of honour at a joint concert which London ETO arranged involving the Hong Kong Academy for Performing Arts and the London Guildhall School of Music and Drama.

Brussels ETO, with the support of the Hong Kong International Film Festival Society, arranged the European tour of the Hong Kong Film Panorama. The festival,