Hong Kong Tourism Board targets growth in MICE business with launch of “MEHK”


The Hong Kong Tourism Board (HKTB) introduced its new dedicated MICE branding – ‘Meetings & Exhibitions Hong Kong’ (MEHK) – to the UK in the historic setting of London’s County Hall on Wednesday, November 19, 2008.

The Hon. Donald Tsang, GBM, chief executive of the Hong Kong Special Administrative Region and Anthony Lau, executive director of the Hong Kong Tourism Board, took center stage as MEHK was launched, witnessed by more than 70 officials, members of the UK MICE travel industry, and media.

MEHK will include a range of new initiatives designed to increase MICE business already worth HK$11 billion to the destination and is supported by HK$150 million funding from the Hong Kong government. The UK is one of six key MICE markets worldwide identified by the Hong Kong Tourism Board (HKTB).

An integrated marketing campaign, entitled ‘Hong Kong – Converging Possibilities,’ will include new advertising, a direct-mail campaign targeting both the meetings and incentives segments, as well as professional associations, plus seminars, workshops, and corporate dinners.

Enhanced marketing collateral to assist MICE organizers will include new high-quality promotional videos of Hong Kong for business presentations and new advertising materials for print and direct marketing. A dedicated MEHK website has also been established at www.MEHongKong.com , which is set to feature an interactive itinerary planning tool.