HKSTP showcases HK’s innovation prowess with first global campaign

Hong Kong Science and Technology Parks Corporation (HKSTP) has launched its first global campaign to raise awareness of the city’s innovation and technology (I&T) achievements, and HKSTP's role in it.

Also known as “Keep up for I&T tomorrow”, the campaign is done in collaboration with creative agency Grey Hong Kong. It was launched in mid-July and will serve as HKSTP's main anthem over the next nine to 12 months. The campaign is being rolled out across the APAC, Middle East and North Africa (MENA), North America, and Europe regions, with Hong Kong as its core market.

In a conversation with MARKETING-INTERACTIVE, Hilda Chan, chief marketing officer, HKSTP, said “Keep Up for I&T tomorrow’ is the overarching message for its upcoming marketing initiatives, as "Keep up" is an invitation and anthem of positivity, as well as its innovation spirit, which is related to everything the company does.

The campaign targets the global I&T stakeholders, including innovators, talents, investors, and partners, as well as those who are not in the inner circle but believe in the future of technology. “We believe people from different backgrounds, different age groups, and different stages of life shall embrace the ‘Keep up’ spirit,” Chan said.

The campaign has used a rising “atom” filled with various elements that are connected to the speed of innovations as a consistent part of its visual device throughout all communications. 

As part of the campaign, HKSTP has rolled out a video that highlights impactful tech solutions originated from Hong Kong such as DJI, Archireef, and local molecular biologist Dennis Lo’s NIPT. It aims to present the message to global I&T stakeholders that, I&T is soaring in Hong Kong – and making a great impact on the world, contrary to the stereotypes that Hong Kong is only about finance and tourism.

The campaign video and key visuals are promoted across various online platforms, including YouTube, digital banner ads, HKSTP's LinkedIn, Facebook, and Instagram profiles, as well as the websites and channels of HKSTP's global media partners.

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In terms of the ROI measurement, Chan said the usual metrics such as engagement and traffic to the campaign page will be used to evaluate the effectiveness of the media placements. Meanwhile, the ultimate goal of the campaign is to establish “HKSTP: as a global tech brand, and to position “Hong Kong” as the engine driving growth and the future of innovation and technology.

“By spotlighting Hong Kong’s I&T among the global I&T ecosystem, giving it a proud voice and creating more meaningful collaborations shall be key areas we are continuously working on,” Chan said.

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