Ruder Finn Asia named as agency behind US$50m HK global tourism drive

Global marketing consultancy Ruder Finn Asia has been named the agency behind a US$50 million global tourism drive for Hong Kong, aiming to change the negative narratives around the city, MARKETING-INTERACTIVE understands. 

It is understood that the work was prompted by the requirement to re-establish Hong Kong’s global brand and reputation which have been badly damaged over the years. The campaign will see integrated social, digital, advertising and PR campaigns running in the US, South America, the Middle East, Europe, Japan and Australia. Hong Kong will be shown as a vibrant, adventurous, dynamic and energetic travel and business destination.

Ruder Finn Asia declined to comment when MARKETING-INTERACTIVE reached out.

Research seen by MARKETING-INTERACTIVE commissioned for the campaign showed 65% of global travellers were “unsure” or “unlikely” to visit Hong Kong in 2025. This issue is particularly acute in Europe, with 74% of those polled in the United Kingdom saying they were “unlikely” to visit Hong Kong. Looking at what global travellers desire from a destination, 75% stated “natural beauty”, followed by “culture and heritage” (64%), “quality accommodation” (63%), “cuisine” (58%) and “accessibility” (57%).

Given the disconnect between negative Hong Kong perceptions and the “positive experience reality”, the US$50 million campaign will address this challenge by redefining Hong Kong for a new global audience through innovative social campaigns, digital marketing, public relations, special events and advertising. 

Redefining Hong Kong

Marketing elements are understood to include global TikTok and Instagram Hong Kong campaigns, giant outdoor advertising in London’s Picadilly, New York’s Times Square and Tokyo’s Shinjuku and international PR and advertising campaigns showcasing Hong Kong as a unique place to visit and live.

The sources MARKETING-INTERACTIVE spoke to confirm that the campaign is largely final and ready to be implemented. It is understood Ruder Finn Asia developed the campaign structure, commissioned global research and developed the marketing and brand strategy. The agency then appointed more than ten “best of the best” advertising, media and digital agencies around the world to implement specific geographic campaigns.

Senior Hong Kong-based Ruder Finn Asia executives Charles Lankester and David Ko are understood to have led the campaign development designed to reach a global audience of 100 million high-value travellers. Lankester runs Ruder Finn Asia’s reputation management practice and Ko oversees the firm’s Asia-Pacific digital practice. Both are based in Hong Kong and are known to be strong advocates for Hong Kong’s future progress and success.

The campaign will focus on the unique attractions Hong Kong possesses and travellers seek: ocean, islands, beaches, mountains and a wide range of city neighbourhoods with a focus on culture, heritage art, dining and entertainment. Furthermore, global celebrities including Zendaya, Michelle Yeoh, Pierce Brosnan, Henry Golding and Bear Grylls are some of those being considered as VIP invitees to experience Hong Kong’s attractions.

One source told MARKETING-INTERACTIVE that over the course of multiple presentations the response to the campaign was universally positive.

Media reports have indicated that numerous companies in Hong Kong have been approached for campaign funding but there has been no confirmation of investment at the time this story was published.

This comes amidst emerging reports claiming that the US$50m tourism drive is spearheaded by tycoon Michael Kadoorie, months after a Beijing official told local private sector to take concrete actions to support the city, according to the Bloomberg. He would commit US$5 million, said the report.

Kadoorie, chairman of CLP Group, the city's biggest electricity supplier, has been in talks with several property tycoons including Peter Lee Ka Kit, co-chairman and managing director of Henderson Land Development, and Sun Hung Kai Properties' Raymond Kwok Ping Luen, said the report. It was understood that a number of the tycoons adopted a wait-and-see attitude over the plan.

Sun Hung Kai Properties spokesperson told the South China Morning Post that it welcomed and supported any measures that benefited Hong Kong and its economy.

A spokesperson from CLP, Sun Hung Kai Properties and Henderson Land Development declined to comment when MARKETING-INTERACTIVE reached out.

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