Hong Kong hires digital agencies to promote Brand HK internationally

The Hong Kong government is spending HK$17 million to recruit digital agencies Tango Digital and Migather to help promote “Brand Hong Kong” in Mainland China and internationally.

According to the government gazette published on 26 August 2022, the Informations Services Department (ISD) has approved two contracts of HK$8.56 million and HK$8.28million respectively, to hire the digital agencies.

Tango is required to undertake a digital media promotion including planning, booking and advertisement coordination to promote “Brand Hong Kong” in the international markets for a period of 11 months, commencing on 1 August 2022 and expiring on 30 June 2023, the gazette said.

Tango describes itself as a digital studio focusing on social listening, media and branding on its LinkedIn. Its clients include MNC, governments and regional brands such as K11, Manulife, AIA, Greater Bay Area Homeland Youth Community Foundation and more. The company launched its Facebook page in February this year and said on its Instagram that it is responsible for tracing the global sentiments for the Hong Kong government and promises to put the brand “on the forefront of intel”.

Meanwhile, Migather is hired to work on digital media promotion including planning, booking and advertisement coordination to promote Brand Hong Kong in the Mainland China market for the same period.

Launched in 2015, Migather is headquartered in Hong Kong, with offices in Singapore, Shenzhen and Shanghai. Its clients include Sun Hung Kai Properties, Marks & Spencer and more. It is an associate member of HK2A agency in Hong Kong providing one-stop advertising services from social to performance, according to its website.

Back in 2020, the Hong Kong government poured near HK$49million to recruit government advisory firm Consulum to promote Brand Hong Kong. However, ISD chose not to renew Consulum's 12-month contract. This has raised heated discussions among pro-establishment legislators, claiming that the HK$44.3million budget spent on the campaign was a waste of public money. 

 Consulum has since reportedly shut down its Hong Kong office following the end of its controversial PR contract to 'Relaunch Hong Kong'.

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