ENG-2017 — Page 341

17

Media and Communications

Taiwan. Its Overseas Public Relations Sub-division promotes and monitors Hong Kong's image overseas and liaises closely with some 80 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 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 in the outbound visits of senior government officials to other economies.

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. Hong Kong's image is promoted through regular meetings with counterparts and contacts in territories covered by the offices, visits by senior Hong Kong officials, and cultural and sporting events such as film festivals, exhibitions, performances by Hong Kong artistes and dragon boat racing.

Europe

In 2017, the Hong Kong Economic and Trade Office (ETO) in Brussels organised the visit of the Secretary for Commerce and Economic Development, Mr Gregory So Kam-leung, to Milan to promote creative industries, and to The Hague and Schiphol to advance business opportunities. The Secretary for Home Affairs, Mr Lau Kong-wah, opened the Hong Kong pavilion at the Venice Biennale.

To celebrate the 20th anniversary of the establishment of the HKSAR, the office hosted martial arts-themed gala dinners in Paris and Brussels inspired by the novels of Jin Yong. The Chinese Culinary Institute prepared a menu based on mythical dishes in The Legend of the Condor Heroes, while athletes from the Hong Kong Wushu Union gave performances. A week-long exchange programme was organised in Belgium for a group of 20 twenty-year-olds from Hong Kong to broaden their horizons. Other celebration events included concerts by the Asian Youth

273