ENG-2016 — Page 340

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Media and Communications

organisations based in Hong Kong, handling press enquiries, disseminating news and arranging briefings and interviews. It also runs a programme for visiting journalists and produces summaries of overseas reports on Hong Kong. In addition, it coordinates and implements. overseas publicity projects to tie in with senior officials' visits abroad.

The Brand Hong Kong Management Unit handles the Brand Hong Kong 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. Hong Kong's strengths and advantages are also promoted through social media platforms, such as Facebook, Instagram and YouTube.

The Visits and International Conferences Sub-division runs the ISD'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 line up meetings for influential visitors on trips to Hong Kong. In addition, it provides assistance to senior government officials and prominent members of the community to address targeted audiences abroad during their outbound visits, 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 on 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 2016, the Hong Kong Economic and Trade Office (ETO) in Brussels organised the visit of the Chief Executive, Mr CY Leung, to Paris and Toulouse to boost aviation, innovation, technology and academic exchanges with France. He was accompanied by the Secretary for Transport and Housing, Professor Anthony Cheung Bing-leung, and the Secretary for Innovation and Technology, Mr Nicholas W Yang. The Secretary for Transport and Housing also promoted Hong Kong as a transport hub in Greece and Spain. The Financial Secretary, Mr John C Tsang, visited the Netherlands, while the Secretary for Commerce and Economic Development, Mr Gregory So Kam-leung, travelled to Spain and Ireland.

To attract overseas talent, the Brussels office engaged students and Hong Kong community members in Belgium, France, Ireland and the Netherlands, promoting Hong Kong as an ideal place for further studies and career development.

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