Being the only public body in Hong Kong equipped with the necessary facilities and expertise for conservation work, the Central Conservation Section is committed to promote public awareness for the preservation of the cultural property of Hong Kong. Yet, with limited resources, raising conservation understanding in the community and winning public recognition for the work of preservation and conservation is the best assurance to protect and preserve the local cultural heritage so that it is accessible to future generations. This article describes the use of a successful marketing strategy by the Section to deliver conservation extension and educational programmes. Results from the PEST and SWOT analyses confirm that this strategy should continue to be included as one of the Section’s core services in order to create a target audience in the community for the 21st century.