Bangkok--19 Jan--FrancomAsia
The Hong Kong Tourism Board (HKTB) will present on Chinese New Year’s Day (26 January) the International Chinese New Year Night Parade for the 14th consecutive year, with Cathay Pacific Airways as the title sponsor of the event. Carrying the banner of “World’s Happiest Party”, the 2009 Cathay Pacific International Chinese New Year Night Parade will be held in a more prominent scale and enhanced with more festive lighting and decorations along the parade route. To heighten the festive ambience of Chinese New Year around town, local residents and visitors are encouraged to join the party by putting on traditional Chinese costumes and enjoy a host of performances the parade has in store.
Mr James Tien, Chairman of the HKTB, said that the parade and other New Year celebratory activities have become an integral part of Hong Kong’s local culture and enhanced the uniqueness of our city among neighbouring destinations. “Hong Kong is renowned for its Chinese New Year celebratory activities. The HKTB hopes to encourage visits from targeted short-haul markets, such as the Mainland, Taiwan and other destinations in the region, by promoting our city’s unique Chinese New Year celebrations, as well as providing an effective marketing platform for local travel, retail and catering businesses,” Mr Tien said.
Cathay Pacific Airways will be the title sponsor for the event for three consecutive years, beginning from 2009. The Chief Executive of Cathay Pacific Airways Mr Tony Tyler said, “This is the 11th consecutive year for Cathay Pacific to be the title sponsor for the International Chinese New Year parade. Through the years we have been delighted to see the parade become an integral part of local Chinese New Year celebrations, as well as being a major attraction for thousands of visitors from all over the world. As Hong Kong's airline it is part of our job to support events that make Hong Kong a more attractive place to live and a more exciting place to visit.”
To ensure that the joy of the festivity can be shared by more in the community, the HKTB has specially collaborated with Senior Citizen Home Safety Association in arranging seats for 60 singleton elderly to enjoy the night parade in the Hong Kong Cultural Centre Piazza on Chinese New Year’s Day. In addition, the HKTB will for the first time, offer half-price concession to elderly and children to encourage more people to join the event. Tickets will be available for sale at HKTB Visitor Centres in Tsim Sha Tsui and Causeway Bay from 11 January.
Fun for all
The parade this year will showcase 39 performing units from 12 countries and regions, featuring a combination of 13 brightly illuminated floats, 13 international and 13 local performing groups, an increase compared to last year’s. This year also sees another increase in the number of new participants, with 18 groups participating the event for the first time, including Mmabana Arts, Cultural and Sports Foundation Dance Company (South Africa), Ballet Folklorico Dance Group (USA), Brass Band of Moscow Cadet Music Corps (Russia) and so on. Besides, new elements that appeal to children have also been added to the parade this year, for instance, featuring popular cartoon characters from “Chibi Maruko Chan Land” and the funny-looking “Pirates Float from Spain”.
To enhance the party ambience, the HKTB will adorn the parade route with festive lightings and decorations and arrange festively-clad performing artists to mix in with the spectators, engage them in interactive games as well as give out inflatable cheering sticks. Spectators attending the night parade are encouraged to put on traditional Chinese New Year costumes; lucky ones might even receive a gift!
Chinese New Year Fiesta
Apart from the parade, the HKTB will also organise for the first time, a six-day Chinese New Year Fiesta as a pilot — from 27 January to 1 February — offering visitors and residents additional entertainment during the Chinese New Year. The Fiesta will feature display of floats, as well as entertainment and special performances given out by local and international troupes. In addition, the HKTB has also invited non-profit making and charitable organisations to set up stalls along Avenue of Stars, selling handicraft and other products.
Publicity and promotion
The HKTB has collaborated with the travel trade, airline and media partners and rolled out promotions themed on Hong Kong’s Chinese New Year Celebrations, as well as related travel packages, in the Mainland and several other short-haul markets. At the same time, the HKTB has also strengthened its promotion of Quality and Honest Hong Kong Tour in cities across Central and Eastern China.
To generate greater publicity, a designated mini-website of “Chinese New Year Celebrations in Hong Kong” has been launched on HKTB’s website, introducing a series of festive celebrations and traditions during the Lunar New Year in Hong Kong. In addition, the HKTB has also invited media representatives from various markets to visit Hong Kong to feature the parade and other New Year activities, and experience the city’s vitality and unique festive ambience during the biggest event of the lunar calendar.
Photo Caption
Mr James Tien, Chairman of the HKTB and Mr Tony Tyler, Chief Executive of Cathay Pacific Airways officiated at the launch ceremony in the company of Mascot of the Year of the Ox
Ms Wandee Lerdsupongkit Tel: 02233 4329/30 Fax: 02236 8030
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