BBC Storyworks marks Hong Kong handover 20th anniversary with content marketing series

BBC Storyworks has launched a branded content campaign for Brand Hong Kong in order to publicise the 20th anniversary of the city’s handover back to China.

The campaign entitled ‘City of Inspiration’ is comprised of videos, interactive graphics and online features, aimed at “illuminating the ever-evolving harbour city’s rich culture, heritage, enterprising spirit, innovation and creative melting pot of people”.

The campaign will run until the end of July, one month after Hong Kong’s anniversary of when it was handed from Britain to China, ending more than 150 years of colonial rule.

Brand Hong Kong, a government-run communications programme to promote Hong Kong as ‘Asia’s world city’, enlisted BBC Storyworks to create three two-minute videos showcasing the city’s nature and culture.

The series was also created to showcase lesser known sides of Hong Kong, including its nature preservation efforts and its growing start-up scene.

Promoted on the BBC’s website, the series follows another Asian campaign by the broadcaster’s advertising arm for Korean Air. 

BBC Worldwide Asia’s senior vice president of commercial development Alistair McEwan said: “I am proud of the fruitful relationship between BBC Advertising and Brand Hong Kong which has enabled this truly integrated campaign, illustrating that there is way more to Hong Kong than meets the eye. ‘City of Inspiration’ is a prime example of great content combined with smart use of insights to deliver an innovative
brand solution.”



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