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Phase Two (Guangzhou Brandfest)

The Phase Two of the project continues the theme of the first phase, closely following the arch-concepts of "Hong Kong ‧ In" and "Brand Greater Bay", and goes further deeper into a representative Mainland City of the Greater Bay Area. By staging "Guangzhou Brandfest", a high-efficiency brand promotion campaign that consists of brand image showcase, interactive experience camps, stage performance and WeChat mini-programme, supplemented by compact but in-depth market research activities such as business tour, market review report, and experience sharing seminars, Phase Two aims to assist the Hong Kong industries to capitalising on the GBA development to sustain business growth, and leverage on branding strategies to enhance long-term competitiveness. The 12-month Phase Two serial activities commenced on April 1, 2024.

Project (Phase Two) Summary

Major deliverables of "Hong Kong · IN · Brand Greater Bay" Serial Activities (Phase Two) included:

  • "Guangzhou Brandfest" — Brand Image Gallery: Under the banner of "Hong Kong · IN · Brand Greater Bay" specially-designed thematic exhibition galleries with strong visual impacts are to be set up at a prestigious shopping mall in Guangzhou City to demonstrate the collective image of Hong Kong brands. Centering on three thematic elements, i.e. "Innovation", "Technology" and "Vibrant", the Gallery displays more than 100 representative products and information of over 50 brands, which are abundant with innovation, design, or cultural distinctiveness, providing an intriguing window to illustrate the stylish, enterprising, culturally-sophisticated and superior image of Hong Kong brands.
  • "Guangzhou Brandfest" — Interactive Experience Activities: As an integral part of the Brand Image Gallery, "Interactive Experience Camp" featuring 3 demonstration kiosks will be set up in the exhibition venue, at which selected Hong Kong brands will present innovative and interactive activities to deliver unique consumer experience, culminating in a multidimensional dynamic "Experiencing Hong Kong, Experiencing Brands" ambience to highlight the trendy appealing image and remarkable emotional values of Hong Kong brands.
     
  • "Guangzhou Brandfest" — Stage Performances: A stage will be set up in the center of the Brand Image Gallery and a series of dynamic stage performances with "Hong Kong flavour" are to be put up during the exhibition period. While showcasing the diversity and lifestyle-orientation of Hong Kong brands, the performances will enhance the participation and enjoyment of the visitors, allowing them to immerse in a carnival atmosphere and savior the appeal and sense of affinity of Hong Kong brands. 
     
  • WeChat Mini Program: A promotion mini program "We ‧ LOVE HONG KONG Brand Mart" is to be established on social media WeChat, which forms a virtual exhibition space corresponding to the physical showcase, simultaneously displaying the information of the participating brands of "Guangzhou Brandfest" with hyper-links to the brands' own WeChat facilities or websites. The mini program will give a boost to Hong Kong brands' growing efforts to press ahead with online promotion and tie in with the trends of digitalisation of consumer information acquisition and purchasing channels in the Greater Bay Area.
     
  • Business Tour: A one-day business study tour is to be organised, which would lead a group of representatives of Hong Kong companies to visit a Guangdong city in Greater Bay Area. Apart from carrying out an immersive exploration of local business environment, the delegates would avail themselves of good opportunities to understand the relevant government policies and learn from the development experience of successful companies, while establishing contacts and networking with local government and industries.
     
  • Market Quick-view Analysis: A research team led by a renowned marketing professor would compile a report titled "Greater Bay Area Market in Perspective and Implications for Hong Kong Brands" (tentative), which documents the findings of business tour, supplemented by brief but insightful extended analysis to dissect the dynamics and trends of the GBA market. The analysis report will also make efforts to strengthen the key points of the market researches completed in the first phase of the Project, with an eye to further creating, integrating and disseminating information and practical skills related to the market environment, consumer culture as well as the effective brand promotion and management strategies for tapping into GBA, thus helping Hong Kong enterprises to enhance their knowledge equipment and key capabilities in brand operations.
     
  • Experience Sharing Seminar:  A concluding seminar will be held in Hong Kong, during which the major finding of the GBA Market Quick-view Analysis will be announced. The seminar would also serve as a forum for scholars, experts and industry representatives to share and exchange experiences in regard to market development and brand promotion in the Greater Bay Area. 
  • Publicity: A publicity campaign is to be rolled out, including hosting press conference and kick off ceremony, producing a set of promotional materials and publishing research reports, conducting marketing communications through a full range of information channels and social media. Regular updates on the serial activities of the Project will be broadcasted through the websites of the Project (www.brandgreaterbay.org) and the BDC.

Any opinions, findings, conclusions or recommendations expressed in this webpage (or by members of the project team) do not reflect the views of the Government of the Hong Kong Special Administrative Region or the Vetting Committee of the Trade and Industrial Organisation Support Fund.