InvestHK appoints Figtree for global rebranding duties

The move follows a pitch that reportedly included Fluid, Saatchi & Saatchi, Publicis Modem and Bates. InvestHK already works separately with Fluid and Publicis Modem.

According to John Holton (pictured), co-founder of Figtree, the campaign will upgrade the InvestHK brand identity and promote a new brand message. The organisation’s current slogan is ‘Right Place, Right Time, Right Now’.

Holton said the existing message “had served them well”, but that it lacked differentiation and did not communicate InvestHK’s activities and benefits effectively. Given that InvestHK competes with various investment organisations in Hong Kong, Holton said it was important not just to promote Hong Kong as a destination for FDI, but to promote InvestHK as an organisation.

The brief also includes an overhaul of InvestHK’s visual identity.

InvestHK has been in operation since 2000. It's aim is to present Hong Kong as Asia's leading international business hub.