ENG-2013 — Page 347

16

The Media, Communications and Information Technology

division sold photographs and, through its sales outlet and online bookstore, 157,552 government books and miscellaneous printed items.

Public Relations Outside Hong Kong Division

The division helps develop and implement the government's public relations and communications strategy outside Hong Kong, working closely with the government's offices overseas, in the Mainland and Taiwan. Its Overseas Public Relations Sub-division promotes and monitors Hong Kong's image overseas. The sub-division is in close liaison with some 86 foreign media organisations based in Hong Kong, handling press enquiries, disseminating news and arranging briefings and interviews. It also runs a programme for visiting journalists, produces summaries of overseas reports on Hong Kong and distributes promotional material on Hong Kong worldwide. In addition, it co-ordinates and implements overseas publicity projects to tie in with senior officials' visits abroad.

The Brand Hong Kong Management Unit handles the Brand Hong Kong (BrandHK) programme, promoting Hong Kong as Asia's world city locally and around the world. To ensure the brand's consistent application, the unit develops advertising campaigns and publicity material in print and electronic formats to support the government's Economic and Trade Offices' activities, senior officials' visits and major promotional programmes outside Hong Kong. The unit also seeks opportunities to highlight the brand and collaborates with organisers of major events of international significance in Hong Kong to bolster the city's image. Brand HK souvenirs are available for sale to members of the public.

The Visits and International Conferences Sub-division runs the department's Sponsored Visitors Programme for opinion formers, political leaders and think-tank members to visit Hong Kong to enhance their understanding of the city. The sub-division also helps draw up programmes for influential visitors on private trips to Hong Kong. In addition, it runs an Overseas Speakers Programme which arranges for senior government officials and prominent members of the community to address targeted audiences abroad, enabling them to better understand Hong Kong's strengths and latest developments.

Promoting Hong Kong Worldwide

The Hong Kong Special Administrative Region (HKSAR) Government's offices overseas and in the Mainland, as well as the Hong Kong Economic, Trade and Cultural Office in Taiwan, play an important role in promoting Hong Kong globally. They do this through regular meetings with counterparts and contacts in the territories they cover, through visits by senior Hong Kong officials and by staging or taking part in cultural events or promotional activities such as film festivals, exhibitions and performances by Hong Kong artistes.

Europe

In 2013, the Hong Kong Economic and Trade Office (ETO) in Brussels organised the visit of the Financial Secretary, Mr John C Tsang, to Paris to promote bilateral exchanges and opportunities in Hong Kong's offshore Renminbi business. Other visiting officials included the Secretary for Justice, Mr Rimsky Yuen, SC, who attended the 120th anniversary of The Hague Conference on Private International Law to promote Hong Kong as a regional premier arbitration centre; the

287