Hong Kong Plans $129m SARS Recovery Campaign

07 May 2003

Hong Kong is pouring $129 million (€114m; £80m) into a global marketing campaign as it tries to recover from the SARS outbreak.

The cash will be spread among bodies such as the Hong Kong Tourist Board and the Trade Development Council, which will be charged with reviving the tourist, commerce and exhibition industries once the SARS epidemic has been contained.

“What we need now is a stunning and effective publicity strategy that draws the attention of global consumers and the media and rebuilds their confidence,” declared HKTB chair Selina Chow.

SARS has prompted many businesses to delay or cancel advertising. Total Hong Kong adspend was down 4% year-on-year to $127m in the first two weeks of April, while a report from consultancy R3 found that the outbreak has prompted 94% of the city’s marketers to change their ad strategy.

Data sourced from: BrandRepublic (UK); additional content by WARC staff