HONG KONG — Visa has shifted PR duties for Hong Kong and Macau to the Hoffman Agency, following a similar decision in Taiwan, PRovoke Media has learned.

The move follows a competitive review last year, focusing on the Greater Bay Area, including Hong Kong, Macau and other cities within the Southern China region. According to sources familiar with the process, the brief also calls for Greater China project support.

Comprised of more than 75m people, the Greater Bay Area aims to drive China's technology ambitions, transforming the region into a global innovation hub and more closely connecting the area's various cities. 

While Visa spokespersons did not respond to request for comment, it is understood that Hoffman has updated media contacts in Hong Kong, and began work on the assignment this month.

Amid an accelerated shift to digital payments during the past 18 months, Visa has also pushed further into crypto and fintech partnerships, helping the company to expand beyond its 'credit card' roots to encompass P2P and B2B payments.