For immediate release

January 2012      

Happy Hearts Love Sharks – Hong Kong contest: Say no to shark fin soup at your wedding banquet and earn a chance to win a Honeymoon to Fiji

(Hong Kong, 12 January 2012) Engaged couples planning a Chinese wedding banquet before December 312012 can now win one of a range of fantastic prizes (including a free honeymoon for 2 to tropical Fiji) through a new wedding competition organized by the Hong Kong Shark Foundation (HKSF). Local lovers, who are booking banquets and preparing for their big day, need only do one thing to stand a chance of winning – take shark fin soup off the menu at their wedding banquets!

The concept for the Happy Hearts Love Sharks wedding competition was originally created, inCanada, by fellow shark conservation group Shark Truth.  Demonstrating the increasing collaboration between shark supporters around the globe, Shark Truth gave HKSF the exclusive rights to develop and launch a Hong Kong edition of the competition, as Hong Kong is the world’s centre for the shark fin trade.

The competition, Happy Hearts Love Sharks –Hong Kong, is now live on www.happyheartslovesharks.org/hk and will run until April 2012. HKSF hopes to have 100 couples take part in the campaign, saving an estimated 3,000 bowls of shark fin soup from being served, and making an immediate statement about declining demand for shark fin in Hong Kong.

For couples who forgo shark products at their wedding banquets, the process to enter the competition is easy. By logging onto www.happyheartslovesharks.org/HK, uploading a photo and providing some basic information about themselves and their decision to have a shark-free wedding, couples will have the chance to win one of many fabulous prizes, including an eco-honeymoon at a beautiful Fijian resort. This Grand Diamond Prize is valued at over HK35,000 and includes flights, accommodation and a scuba diving package so that the winners can appreciate the beauty ofFiji’s incredible natural underwater environment.  Runners up can win a wedding photography package from Venture, worth just over HKD10,000 and a couples Spa treatment from Sense of Touch, valued at approximately HKD3,000.

Richard Akhtar from Matava Resorts, one of the contest’s main sponsors, states, “It is estimated that 70-100 million sharks are killed yearly! The Happy Hearts Love Sharks campaign tackles this issue head on and challenges traditional customs to be re-thought in light of environmental concerns in the current age. We believe that initiatives such as this will help to ensure that sharks will be around to keep our oceans healthy for generations to come.”

A representative from Air Pacific, another key contest sponsor, adds “AsFiji’s international airline, Air Pacific recognizes the importance of environmental protection and conservation of marine life. Fijians have great affinity towards their natural environment, eco-systems and flora and fauna – significant components of the Fijian culture. As a destination renowned for its cultural richness and environmental appeal,Fijiis leading the way in eco-tourism and is focused on preservation of its unique marine life. Shark feeding and shark watching as part of diving expeditions remain a key attraction forFiji’s tourism industry, of which Air Pacific is an integral part.”

HKSF’s shark-free wedding campaign is backed by two media partners, Hong Kong Tatler and Darizi.  Barrie C. Goodridge, the Chairman & CEO – Asia & Regional Group Publisher, Edipresse Asia commented “Hong Kong Tatler is delighted to support the Happy Hearts Love Sharks project as part of our commitment to promote sustainable dining. We hope that the initiative will raise awareness of this increasingly pressing issue, and that more Hongkongers will choose to say no to shark fin in the months and years ahead.”

Andy Ann, CEO of Darizi, says, “Getting married is one of the biggest events in life, it represents the start of a happy life together, and a wedding banquet reflects the generosity and status of two families. As environmental awareness increases amongHong Kongpeople, the idea that “serving shark fin soup equals showing respect” is becoming behind the times. As one of Hong Kong and MainlandChina’s most well-known bridal media brands, we are also responsible for conveying positive and constructive social messages to the public. Therefore, we are delighted to join hands with HKSF in spreading the word on shark conservation, encouraging public to reduce shark fin consumption in order to protect our marine ecosystem.”

Further support comes from RHKYC, who will be providing the venue for the competition awards ceremony in June 2012. Commodore Ambrose Lo is quoted, “We need to inspire and educate both our members and the wider public about the positive impact that shark-free weddings can have on our oceans. We’re very proud to be a part of this.”

Bertha Lo, Programme Director from HKSF declared “Every day, we see more individuals and companies show their support for our cause of reducing consumption of shark products. This wedding competition is a challenge, but worth all the effort. It will be so interesting to see soon-to-be married couples come forward and share their story. And, with so many delicious alternatives to shark fin soup on offer, a shark-free wedding can be a truly sophisticated way to show respect to both your guests and our oceans.”

Interested wedding couples can enter now at www.happyheartslovesharks.org/HK

 About Hong Kong Shark Foundation (HKSF)

HKSF is aHong Kongbased charity dedicated to raising awareness of the plight of
sharks and to reducing consumption of shark products, primarily sharks fin soup.
Our message is one of sustainability and our work comprises grassroots consumer
awareness raising campaigns, educational programmes, corporate advocacy and
political lobbying. HKSF is also a member of the global shark conservation
organisation Shark Alliance and works collaboratively with like-minded organisations
both inHong Kongand around the globe.

For more information, please visit:

www.hksharkfoundation.org

www.facebook.com/HKsharkfoundation

www.hksharkfoundation.org

www.facebook.com/HKsharkfoundation

Public Relations Contacts

Sinclair Communications:

Tina Chu | tina@sinclairasia.com | (852) 2915 1234 | (852) 6379 2450

Rachel Pollard |rachel@sinclairasia.com | (852) 2915 1234 | (852) 6449 8731

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