New look, focus for Hong Kong fest society

HKIFFS rebrands, revamps Web site, marketing

HONG KONG -- The Hong Kong International Film Festival Society has unveiled a new brand in a bid to position the society to serve today's global film market. The brand aims to help fulfill its mission to engage future generations in the art and creativity of film.

The rebrand -- which includes the society and its event Web sites, new logo identities and marketing campaigns for industry and consumer audiences -- will help extend its focus on the development of the society's core film activities and events, which include the Hong Kong International Film Festival, the Hong Kong-Asia Film Financing Forum and the Asia Film Awards.

The 33rd edition of the Hong Kong International Film Festival is set for March 22-April 13.

"The HKIFF is one of the most valuable events in Asia, and we intend to grow its value across all media platforms, opening new income streams to sustain the society's operations," said Soo-wei Shaw, named executive director of the HKIFFS in October. "The revitalization of its brand will allow the HKIFF to be recognized more clearly for its contributions to the promotion of film and film talent while establishing a stronger connection with today's film audience and strengthening our overall position in the global film festival circuit."

A relaunch of the HKIFFS Web site will permit visitors to easily scan film events and activities that the society organizes throughout the year, including the Summer International Film Festival, launched in 2006. As a nonprofit charity that relies on the support of sponsors and donors, the society will use the site to provide an avenue for easy and safe online donations.

Future site developments will include interactive community building sections with a wider range of merchandise, expanding from its current range of bilingual publications, a HKIFF hallmark.

The HKIFF screens more than 250 titles from 55 countries in 11 major cultural venues on Hong Kong island and Kowloon and reaches an audience of more than 580,000 and 4,500 business executives attending the Hong Kong Film and Television Market, or Filmart, set for March 23-26.