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HKTB taps FCB for SARS effort

By Published on .

[Hong Kong] The Hong Kong Tourism Board picked Interpublic Group of Cos.' Foote, Cone & Belding Worldwide to rebuild its image as a safe destination now that severe acute respiratory syndrome is under control. HKTB is expected to spend more than $25 million by March 2004, the end of the Hong Kong government's fiscal year, on a global TV, print, outdoor, trade and below-the-line campaign breaking in late August or early September. Although FCB is the HKTB's agency, the post-SARS recovery campaign is considered so important that FCB had to pitch against three other agencies. Celebrities as diverse as Bill Clinton and the Rolling Stones are believed to be taking part in the effort. Separately, the Pacific Asia Travel Association has developed a $1 million global TV and print campaign with AOL Time Warner to restore consumer confidence in Asian tourism. Ads by Omnicom Group's Malaysian office, TBWA-ISC, Kuala Lumpur, will run through the end of August on CNN's Asian and European feeds and in Fortune and Time magazines.
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