A $1 billion fund is being sought to organise a special campaign to relaunch Hong Kong's economy after the SARS outbreak.

The fund will be used to undertake a comprehensive campaign on a one-off basis locally, internationally and on the Mainland to restore Hong Kong's reputation and get the economy going again.

The administration will seek the Legislative Council's approval for the funds on Friday.

The campaign will involve several government departments and non-profit making organisations.

Reconnect the links

The campaign features a programme of activities aimed at export-related industries, the conventions and exhibitions sector, the business community overseas and on the Mainland.

These activities will mainly be carried out through Hong Kong's Economic & Trade Offices around the world, Invest Hong Kong and the Trade Development Council.

ETOs will embark on an intensified programme of engaging the local media, leading business personalities, journalists and politicians in their host countries to spread the right messages about Hong Kong.

Press briefings, media interviews, e-newsletters, speaking engagements and personal calls will be organised.

InvestHK will launch special publicity events from July to December to boost investor confidence, including a reception for new foreign investors in Hong Kong, an event in celebration of international business with participation by the international chambers of commerce, and high-level business conferences.

The council will step up publicity for its scheduled fairs and relaunch some exhibitions, such as the Gifts & Premium Fair in July.

It will launch extensive direct mailing to reach past and potential buyers, conduct tele-marketing to past buyers and offer special tour packages in co-operation with carriers and the Hong Kong Tourism Board.

The council will also run a major advertisement campaign to attract business travellers back to Hong Kong.

Renowned movie directors will produce 12 short films to support the Government's publicity effort to boost the morale and confidence of Hong Kong people. These films will be shown as announcements in the public interest on television. The films will be ready in batches over June and July.

Promote travel to HK

The board will institute a worldwide marketing campaign targeted specifically at the tourism trade and consumers in both long haul and short haul destinations. It will include a series of high profile trade promotion activities and events that involve Hong Kong firms in the travel and tourism sectors.

The board is working closely with the hotel, airline and the travel industries to organise a series of destination events and promotions building on Hong Kong's existing strengths of shopping and dining.

To raise Hong Kong's profile within the international and regional tourist markets, major events and promotion will take place over the six-month period provisionally from July 1 to the first quarter of 2004.

The Government will actively engage the World Tourism Organisation, the World Travel & Tourism Council, and the Pacific Asia Travel Association to play a full part in international efforts to rebuild confidence in tourism.

To this end, there will be high profile tourism events held in Hong Kong later this year to be organised in conjunction with leading international non-governmental groups.

Promote community spirit 

The Home Affairs Department will organise a wide range of activities to stimulate domestic consumption and promote the unique characteristics of individual districts.

The Leisure & Cultural Services Department will step up its community sports and cultural programmes to promote community spirit, encouraging a healthy and balanced living style, and to proactively launch Hong Kong as a centre for world class cultural and sports events.

The department will invite national sportsmen to Hong Kong to organise demonstrations and coaching sessions; and offer free admission to sports centres, museums and swimming pools on specific days in July.

The department will also organise arts and sports activities such as a drum festival, support the organisation of international sports events and visits of world class athletes to Hong Kong, and sponsor overseas promotional tours of local arts groups.