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About £3m of the war chest has been earmarked for the UK - a key overseas market for Hong Kong tourism - as the country's government tries to minimise the economic impact of the recent outbreak of SARS.

Interpublic-owned advertising network FCB, whose London office Banks Hoggins O'Shea/FCB develops the Hong Kong Tourism Board's (HKTB) UK advertising, is working closely with the body to formulate a strategy that will see the first marketing campaign launched as soon as the World Health Organisation lifts travelling restrictions to the country.

A spokesman for the HKTB said that a campaign was in development, and that its message would be to communicate that Hong Kong was once again open for business.

The contingency planning marks an ironic contrast with an embarrassing episode last month for the HKTB, which was running ads straplined 'Hong Kong: It takes your breath away' in a number of UK publications. Shortness of breath is one of the symptoms of SARS.

Although the HKTB declined to provide projections for the impact of SARS on the country's economy, sources suggest that the tourism industry has all but collapsed, with flights well-under capacity and hotel occupancy rates falling through the floor.

Last week, Sir Martin Sorrell, chief executive of WPP, warned that SARS could have serious implications for the global advertising recovery just as the industry was showing signs of beginning its long-awaited revival.

Sorrell had predicted that events including the US presidential election, the Athens Olympics and the Euro 2004 football tournament in Portugal would provide the impetus for an international advertising upturn. However, he said last week that he was "concerned" about the effect of the disease.