Bangkok--Jan 26--Francom Asia
With family travel being one of its key target segments, the Hong Kong Tourism Board (HKTB) is staging the Chinese New Year Parade to lure families around the world to come and celebrate the Spring Festival in Hong Kong. Highlighting the city as a ‘kaleidoscope’, the Board is promoting the diverse attractions available here, which promise a memorable, total travel experience for every member of the family.
Advance details of the 2005 Cathay Pacific International Chinese New Year Night Parade were announced today (18 January) by Clara Chong, Executive Director of the Hong Kong Tourism Board (HKTB) and Philip Chen, Chief Executive of Cathay Pacific Airways. Ms Chong said that more and more people chose to travel with their families during festive holidays, as proven by the success of HKTB’s family-oriented Hong Kong WinterFest programme last December. “During the 38-day WinterFest period, Hong Kong welcomed 2.55 million visitors, bringing our year 2004 total to a record-breaking 21.8 million, 40% more than 2003,” she said. “Taking into account this trend, we will continue to focus our promotions on the family segment in 2005.”
Ms Chong noted that Hong Kong offered a kaleidoscope of colourful celebrations during the Lunar New Year, an occasion for displaying ancient Chinese traditions and culture and for family reunion. “We will continue to promote Hong Kong as the focus city of Lunar New Year celebrations worldwide and also, the premier family destination,” she remarked. “We estimate that the number of visitors during the 10-day Lunar New Year period will reach 660,000, an increase of 7.1% over the equivalent period in 2004.”
The Parade
The 2005 Cathay Pacific International Chinese New Year Night Parade will take place on the first evening of the Lunar New Year, 9 February 2005. Last year, the HKTB achieved overwhelming success with the first-ever Chinese New Year Night Parade in Tsim Sha Tsui. Surveys by the Board show that 90% of respondents strongly welcomed the event. Building on this success, the HKTB will once again stage the Parade at night at the Tamar site, making it the first night parade on Hong Kong Island.
Cathay Pacific Airways is the Parade’s title sponsor for the seventh consecutive year. As Hong Kong’s home carrier and a key player of the travel industry, the company has all along offered the HKTB strong support. “Cathay Pacific is delighted to be the title sponsor of the International Chinese New Year Parade,” said the company’s Chief Executive Mr Philip Chen. “Great cities over the world have signature parades. The Cathay Pacific International Chinese New Year Parade is truly unique to Hong Kong not only as a great tourist attraction but also as part of a celebration that is special to everyone in Hong Kong. As Hong Kong’s airline, we are pleased to have the opportunity to take part and help bring performers and visitors from all over the world to join in the festivities.”
Ms Chong pointed out that this year’s Parade would use the entire Tamar site to create the largest-ever performance ground, allowing greater participation by visitors and residents. To ensure that spectators outside Tamar can enjoy the full excitement of the performances, the HKTB will set up two designated performance zones along the parade route. In these zones, MCs will introduce the floats and performing groups and cheerleaders will motivate spectators to join in the action, bringing the festive atmosphere to new heights. “With all these enhancements, we hope that we will break all previous records and attract about 300,000 spectators. We also hope that the event will encourage more Hong Kong residents to spend the holiday season in the city, thereby boosting local consumption,” she said.
To tie in with the kaleidoscope theme, an octagonal stage with the largest octagonal screen in Hong Kong will be set up at the Tamar site. Besides creating varied multi-media effects, the screen will display different images simultaneously to showcase the city’s multi-dimensional attractions and vibrancy.
Ms Chong said that as with previous mega-events organised by the HKTB, the Parade highlighted the tourism strengths of Hong Kong and created a business platform for the local tourism and related sectors. “What’s more, it provides an opportunity for the 16 international and 13 local performing groups to showcase their artistic talents, which echoes the Chief Executive’s pledge on promoting Hong Kong’s creative industries,” she said.
To ensure that the local performing groups meet the international standards and best represent Hong Kong’s unique culture and appeal, the HKTB has set up a selection committee of seasoned performing arts professionals to select the 13 local performing groups. The HKTB has also engaged a local design team to create the Board’s own float. Next year it plans to stage a float design competition to make the 2006 Parade even more spectacular.
To mark the 10th staging of the Parade, the HKTB has chosen the theme “Kaleidorama” for the Parade. The four segments will focus on the four core strengths of Hong Kong, including “Glitter” to display the city’s dazzling colours and festive lights; “Culture and Traditions” to demonstrate the array of Chinese provincial celebrations and customs in Hong Kong; “Lifestyle” to highlight the fascinating fusion of Eastern and Western cultures; and “Entertainment” to showcase the many events and activities that suit visitors’ different tastes and preferences around the clock. These four segments epitomise the diversity and sophistication of Hong Kong’s attractions that promise a uniquely memorable, total travel experience for each visitor.
Media and Trade Support
There are altogether 41 participating groups in the Parade, comprised of 12 floats, 16 international and 13 local performing groups. The event will be televised live on Television Broadcasts Limited’s Jade Channel between 8:00 pm and 9:30 pm and will also be broadcast on Mainland and several global TV stations. Last year, the global publicity value of the Parade exceeded HK$100 million.
Merchants of different sectors and trades are already leveraging on the Parade and the Chinese New Year celebrations to boost their business, creating a festive ambience throughout the city. The HKTB is encouraging shopping malls, department stores, chain outlets and merchants accredited under the Quality Tourism Services (QTS) scheme to remain open or extend their opening hours during the Lunar New Year to serve visitors and local residents.
Travel agents in various markets have introduced special tours packaging the Parade and related activities. Local travel agents are also introducing several one-day tours to cater for individual visitors from Mainland China and independent travellers from other markets. The HKTB has published a 2005 Chinese New Year Lai See of Amazing Offers that includes offers and special privileges by 39 merchants accredited under the Quality Tourism Services (QTS) scheme, covering some 340 retail and dining outlets in Hong Kong. During the Chinese New Year period, some restaurants will also introduce special menus and dishes for visitors.
Media enquiries: please contact Amy Yim (tel: 2807 6140; e-mail: mailto:[email protected]) or Sinnie Ma (tel: 2807 6526; e-mail: [email protected]) or fax: 2807 6595. On Sundays and public holidays, please use tel: 8200 7860.
H:\RELEASE\2005Jan\01-ICNYNP-PC-Version 2-E.doc
2005 Cathay Pacific International Chinese New Year Night Parade Fact Sheet
Organiser
The Hong Kong Tourism Board (HKTB) is organising the Chinese New Year Parade for the 10th consecutive year.
Title Sponsor
Cathay Pacific Airways Limited is the title sponsor for the seventh successive year.
Theme
“Kaleidorama” to showcase the diversity of Hong Kong’s attractions and its four core strengths.
Four performance segments: Glitter, Cultures & Traditions, Lifestyle and Entertainment.
Date & Location
9 February 2005 (Wednesday), first night of the Year of the Rooster
8:00 pm — 9:30 pm
Opening ceremony at the Tamar site in Admiralty
Gates at the Tamar site open at 7:00 pm for ticket holders
Admission
Tiered stand seating at Tamar for spectators priced at HK$200 each.
Tickets on sale at HKTB Visitor Information & Services Centres in The Center, Central and Star Ferry Concourse, Tsim Sha Tsui from 19 January.
Parade Route
Starts from the Tamar site in Admiralty.
Proceeds along Lung Wui Road, Fenwick Pier Street, Convention Avenue, Fleming Road and Harbour Road before returning to the Tamar site.
The HKTB aims to attract 300,000 spectators at Tamar and along the parade route.
Parade Elements
The 10th staging of the Chinese New Year Parade and the first night parade on Hong Kong Island.
The Parade will return to the Tamar site to accommodate seating for 5,000 - the largest-ever number of spectators. It is estimated that there will be about 3,000 visitors, mostly from the Americas and Europe, and about 2,000 local residents.
The opening ceremony will be performed by Chief Secretary for Administration, The Hon Mr Donald Tsang, GBM, JP, who is Patron of the Parade. An ensemble of dance and drums will set the Parade in motion while the finale will be dragon and lion dances combined with dance by a Singapore performing group, showcasing the international perspective of Hong Kong.
An octagonal stage will be set up at the Tamar site, with special lighting and the largest octagonal screen in Hong Kong (Width - 15 metres, Height - 7 metres, Overall area - 1,080 square metres). Besides creating varied multi-media effects, the screen will display different images simultaneously to showcase the city’s multi-dimensional attractions.
As with previous mega-events organised by the HKTB, the Parade highlights the tourism strengths of Hong Kong and creates a business platform for the local tourism and related sectors. Furthermore, it provides an opportunity for the 16 international and 13 local performing groups to showcase their artistic talents, which echoes the Chief Executive’s pledge on promoting Hong Kong’s creative industries.
To ensure that the local performing groups meet the international standards and best represent Hong Kong’s unique culture and appeal, the HKTB has set up a selection committee of seasoned performing arts professionals to select the 13 local performing groups. The Committee comprises:
Chairman:
- HKTB Chairman The Hon Mrs Selina Chow
Members:
- Mr Tom Brown, Associate Dean of Dance and Head of Modern Dance, The Hong Kong Academy for Performing Arts
- Mr Benedict Cruft, Dean of Music, The Hong Kong Academy for Performing Arts
- Mr Vigo Yau, Managing Director, Asia Vigour Productions Limited
The HKTB has also engaged a local design team to create the Board’s own float. Next year it plans to stage a float design competition to make the 2006 Parade even more spectacular.
The lighting effects at the Tamar site and along the entire parade route are designed by one of the most esteemed lighting designers in Hong Kong, Kim Lee. Mr Lee has designed lighting and acted as consultant for more than 200 projects and productions by major performing groups, international brand names and commercial and architectural companies, winning critical acclaim.
To ensure that spectators along the parade route can enjoy the full excitement of the performances, the HKTB will set up two designated performance zones outside Tamar along the route. MCs will introduce the floats and performing groups and over 100 motivators located in these zones will encourage spectators to join in the action.
The Parade route will be divided into six colour zones: purple, blue, silver, red, orange and gold.
There will be 12 floats, three of them from organisations that are making their parade debut: Nevada Commission on Tourism from the United States, the Japan National Tourist Organisation and Watsons Water.
A total of 16 international performing groups from 12 countries will be taking part in the Parade. Many of them have participated in other famous parades around the world and received prestigious accolades.
Live and Delayed Broadcast
Hong Kong: The event will be televised live on Television Broadcasts Limited’s Jade Channel between 8:00 pm and 9:30 pm.
Mainland China: For the fifth consecutive year, Shanghai TV will provide live coverage through its satellite channel to more than 300 TV stations on the Chinese Mainland.
Worldwide: Internet users can enjoy the show via simultaneous transmission on the HKTB’s web site at DiscoverHongKong.com.
Two UK TV stations, Key 103 and Galaxy 105, will broadcast the Parade live and cover other Chinese New Year celebrations in Hong Kong over a five-day period.
Immediately after the event, the HKTB will produce and distribute a Video News Release (VNR) to media worldwide for broadcast.
As at 12 January, 71 representatives of 34 media organisations in 9 source markets will come and cover the Parade and related activities.
The Parade will reach an estimated audience of 340 million worldwide.
Last year, the global publicity value of the Parade exceeded HK$100 million.
Float Display and Stage Performances
To enable visitors and local residents to take a closer look at the elaborately decorated floats, the floats will remain on public display for four days after the Parade (10-13 February), illuminated at night.
Some of the international performing groups will also be giving displays on the second and third days of the Lunar New Year, 10 and 11 February.
Location: Tamar site in Admiralty
Date & Time: 10 February 2005 (12:00 noon — 5:00 pm)
11-13 February 2005 (2:00 pm — 9:00 pm)
Admission: Free
Trade Support
The Board is encouraging shopping malls, department stores, chain outlets and merchants accredited under the Quality Tourism Services (QTS) scheme to remain open or extend their opening hours during the Lunar New Year to serve visitors and local residents.
The HKTB has published a 2005 Chinese New Year Lai See of Amazing Offers, which includes offers and special privileges provided by 39 merchants accredited under the Quality Tourism Services (QTS) scheme, covering some 340 retail and dining outlets. During the Chinese New Year period, some restaurants will also introduce special menus and dishes for visitors.
The Lai See will be distributed at various entry points between 5 and 23 February. Visitors can also obtain it at the HKTB’s Visitor Information and Services Centres or download the information from HKTB’s web site.
Other Major Events
Flower Markets (until 8 February)
Fireworks Display (10 February)
Horseracing (11 February)
A Symphony of Lights (special pyrotechnic effects will be added between 11 and 15 February)
A number of other special events and programmes will be taking place during the Lunar New Year. For details, please visit HKTB’s web site at DiscoverHongKong.com.
Local Tours
Local travel agents are leveraging on the Parade to introduce several one-day tours for in-town visitors. These include:
- Hong Kong Island Tour
- New Territories Tour
- Come Horseracing Tour
Greet and Meet Services at Entry Ports
The HKTB is arranging for staff to distribute the Chinese New Year Celebrations Activities Guide and 2005 Chinese New Year Lai See of Amazing Offers at various entry points during the four peak travel days of Chinese New Year, 8-11 February.
The Board will also arrange for characters dressed as the ‘God of Wealth’ to distribute these publications and other useful travel information at the airport and Lo Wu entry point to enhance the festive atmosphere.
Visitors can also obtain the promotional leaflets on literature racks 24 hours a day.
Banners and posters will be erected at the airport and entry points to promote the Parade and related activities to visitors as soon as they arrive.
Visitor Hotline Services
Between 8 and 13 February, the operating hours of the HKTB Visitor Hotline will be extended from 6:00 pm to 9:00 pm, with the operating hours on 9 February extending to 10:00 pm.
Overseas Promotions
The HKTB has staged various promotional and publicity activities in markets worldwide, including:
United States
A 3-week promotion on Chinese New Year travel packages on CNN network, Headline News and Fox.
Joint promotions with the travel trade to advertise Chinese New Year packages in New York Times, LA Times, San Francisco Chronicle and USA Today. Advertisements targeting at the Chinese community are also featured in World Journal, Sing Tao Daily and Ming Pao.
United Kingdom
Co-op with Marco Polo Hotel to launch a one-week radio programme on the Parade and related activities.
Japan
Promoted the Parade through different media channels, including Tokai TV, Nikkei Radio and Nagoya TV since October 2004.
Introduced the Parade and Chinese New Year celebrations during the Hong Kong WinterFest promotions in Tokyo Odaiba and Tokyo Prince Hotel last December.
Mainland China
Promoted various Chinese New Year activities through advertisements in major newspapers and consumer publications.
Co-op with major travel agents to advertise special Chinese New Year packages to lure consumers to participate in the activities in Hong Kong. End.