Season's greetings: Chief Executive Donald Tsang and his wife will broadcast their Lunar New Year greetings in an animated clip for the first time.

Chief Executive Donald Tsang and his wife today broadcasted their Lunar New Year greetings via an animation for the first time, to be shown on television, his website and elsewhere.

The 30-second clip, titled So Happy to be Home, features cartoon characters of Mr Tsang and Hong Kong people.

He said the animation idea will bring new elements to his annual message and promote creativity, noting its producer Bliss Concepts' cartoon characters McDull and McMug are household names.

Mr Tsang visited the company last year after he announced the plan to develop the cultural and creative industries. The company wanted to portray the sweetness of family life in the production, choosing Schubert's classic Serenade as the background music.

"The Chinese New Year holiday is the sweetest moment for me. In this festive season we can stay at home and offer best wishes to one another. I hope all Hong Kong people, regardless of age, position and views, can savour the happiness and tranquillity with their loved ones," Mr Tsang said, adding he and his wife wish Hong Kong people good health and harmony in the Year of the Tiger.

The clip will also be shown at public housing estates, the airport, major boundary checkpoints, the Link's shopping malls, Leisure & Cultural Services Department facilities and a host of other locations throughout the Lunar New Year holiday.