Nederlander New Century International Theatre has chosen GolinHarris to mount a strategic media communications campaign for the first-ever Chinese début of the quintessential Broadway show, “42nd Street.”

The increasing disposable income of Chinese audiences and an Olympic-born openness to cultural entertainment events has made China the place to witness world class entertainment performances.  Recently, rock concerts—such as the Rolling Stones’ 2006 appearance in Shanghai—classical symphony performances, ballet and art exhibitions have filled concert halls and museums all across China.  Entertainment companies now see China as a blockbuster market.

Nederlander New Century International Theatre Management Company Ltd., a joint venture established to promote authentic Broadway shows in China for Chinese audiences, has decided to stage “42nd Street” as its first show. The play will tour seven cities in China, with GolinHarris managing all media strategy and communications for the duration of the tour.

“We are excited to have GolinHarris on board,” says Tso Yeung Yeung, chief marketing officer of Nederlander New Century. “GolinHarris has demonstrated its enthusiasm for Broadway shows and deep understanding of the cultural-entertainment industry and media in China, which are a valuable and indispensable combination for success in our industry.”

The pitching process took more than three months, and according to Lydia Lee, director of GolinHarris in Shanghai, the winning ingredients were passion and cultural sensitivity. “We really put on a performance during the final pitch presentation to show the client that we not only understand what “42nd Street” stands for,” said Lee. “Showing what Broadway means across the ocean really made GolinHarris stand out against the competition. When we talk about entertainment as a business, the key is to be culturally sensitive, and knowing both Chinese and American cultures—and how to bridge them together—really put GolinHarris on the winning path.”

“42nd Street” premiered in China on September 5, 2007, in Shanghai, and will stop in five other cities (Hangzhou, Ningbo, Nanjing, Hefei and Wuhan) before arriving to Beijing for closing performance in mid-November.

GolinHarris Named AOR for Two Global Clients

Risk-management firm Aon Corporation and Tyson Foods, Inc., recently announced the selection of GolinHarris as their public relations agency of record (AOR).

The agency will provide Aon strategic counsel and support in the areas of branding and corporate reputation. Insidedge, GH's employee communications practice, will support Aon’s internal communications function with advisory services. 

"Aon was in search of a holistic partner who would provide smart strategic thinking and strong execution around the world," said Phil Clement, Aon’s global chief marketing and communications officer. "The GolinHarris team proved that it understood our businesses, developed a strong creative communications approach and demonstrated the ability to execute across all of its offices."

Tyson hired GH as its public relations AOR for consumer products. The agency will be charged with developing public relations strategies to support branded communications efforts for Tyson chicken, beef and pork products as well as the company’s Olympic sponsorship and other consumer initiatives.

“We were looking for an agency with significant consumer marketing experience, including sponsorship activation and culinary expertise,” stated Carolyn Rehbock, vice president, insights and innovation. “GolinHarris met those key requirements and impressed us with their creativity and their consumer-focused approach to program development.”

“Tyson Foods is an amazing brand with strong consumer recognition and appeal,” said Gary Rudnick, co-managing director of the GolinHarris central region in the United States. “We’re extremely excited about this relationship and are looking forward to partnering with Tyson to further their business and communication objectives.” 

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McDonald's Celebrates the Big Mac and Beijing Olympics

Longtime GolinHarris client McDonald’s recently kicked off its sponsorship of the 2008 Olympic Games with a successful media event in Beijing, China.

The ceremony featured Olympic gold medalist Michael Phelps and Jacques Rogge, president of the International Olympic Committee.

The fast-food franchise also recently celebrated another global event: the 40-year anniversary of the Big Mac hamburger, McDonald’s most famous menu item.

The more than 50-year relationship between McDonald’s and GH has been much lauded by industry watchers as one of the field’s longest, most successful client-agency partnerships.