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GolinHarris is committed to helping the organization increase annual donations by AUD 1 million (USD 936,900) this year and beyond. In January 2008, we already helped OCF raise AUD 10,000 in just one week by encouraging Australians to bid for a unique piece of sporting memorabilia. Donations were driven by national TV coverage generated by our Sydney team. Now, exciting partnerships with the Sydney Swans football team and JP Morgan Chase promise great new developments in the coming year.
In the spirit of the holidays, DHL applied their services to a good cause by partnering with the Singapore National Olympic Committee (SNOC)'s Giving is Winning campaign, delivering donated sports gear from Singapore’s athletes to a refugee camp in Moldova. To create a media event for this corporate social responsibility (CSR) initiative, the international shipping company turned to GH's Singapore office. GH secured media interest through a photo opportunity involving a mock flight to Moldova using the eye-catching DHL Balloon. Spectators applauded while the national athletes, joined by representatives from DHL and SNOC, raised their donated packages in unison. A significant amount of positive coverage was garnered in key publications and broadcast news. Most importantly, this successful event helped reinforce DHL's position as a strong supporter of both athletic and charitable events.
The beginning of a beautiful relationship with POLA
In late 2007, our Beijing office met with leaders of POLA, the fourth-largest cosmetics brand in Japan, securing a long-term partnership to roll out the brand in China. The relationship is already off to a beautiful start. To kick off POLA China activities in 2008, GolinHarris planned a dynamic event launching the client's White Shot W skincare product in Beijing. Carefully tailored to set the POLA brand and White Shot W apart at a time when several beauty brands were simultaneously releasing new products, the launch was held at Hotel Kopek and imbued with a "Pearl White" theme, for which GH created a classic, white interior design. Nearly 30 top fashion media participated in the event, and feedback continues to be highly positive. Sparks first flew between POLA and GH in 2005, when we provided strategic consultation on branding and successfully launched POLA's first counter-opening in Shanghai at Jiuguang Plaza.
GH in Taipei proposed the core concept—"Empower Women. Embrace Yourself." To attract applicants for the Hello Tomorrow Fund, the team designed a series of celebrity programs with ELLE magazine, the hottest fashion magazine among 25-35 year-old women in Taiwan, In addition, GH planned the "Women Festival—Vote for Women’s Must-Read Books" at Eslite bookstores, the biggest bookstore chain in Taiwan.
Prior to the event, guests had their interest piqued by stylish media invitations in the form of a beautiful corsage, designed in the colors of the Juvederm logo. As guests trickled in, a pre-event beverage session helped bring together the media, key spokespersons and Allergan personnel. The press conference began with a warm welcome delivered by Patrick Welch, vice president and managing director, Asia Medical Aesthetics/Neurosciences, Allergan. Then, well-known plastic surgeons and aesthetic doctors such as Dr. Steven Liew, Dr. J. J. Chua, Dr. Martin Wong, Dr. Georgia Lee and Dr. Woffles Wu shared their respective experiences and expertise on Juvederm, Botox and other non-invasive facial rejuvenation treatments. This was the first time that these five esteemed practitioners formed a panel at the same media event. Much to the guests' delight, everyone was presented with a gift set of six delectable cupcakes spelling out "BOTOX 6" in commemoration of the celebration. A high-spirited anniversary party followed the press event.
Consultants in Hong Kong recently helped MTR Corporation launch one of the largest—and greenest—residential developments in the territory. LOHAS Park is a new concept inspired by the global "LOHASian" trend, which champions both premium living and sustainability as priorities of a "Lifestyle Of Health And Sustainability." Since the launch, Hong Kong’s own "LOHASians" have been lining up to secure their spots in the innovative waterfront development. LOHAS Park will feature large areas of open space and greenery, a comprehensive pedestrian network with walkways distanced from roads to protect residents from vehicle emissions and environmentally friendly shuttle buses for residents. A greywater recycling system will also collect and treat greywater (non-industrial wastewater) from homes every day to be used for watering plants.
To celebrate the award program’s fourth year, GolinHarris helped L'Oreal create a unique experience for the participants, highlighting something science and women both have in common: elegance and beauty. From the decor—which featured touching introductions to each winning scientist—to the performances, lighting and music, each element of the event reflected these qualities. The event emphasized that science is in L'Oreal's DNA. More than 300 guests from the science and technology community, media and the general public attended the ceremony, which was held at the stately Diaoyutai State Guesthouse in Beijing. The L'Oreal representative applauded GH for delivering an excellent and extremely professional project.
With the concept of "active ageing, active living" in mind, the team created the Active Ageing Festival, which would showcase the multitude of activity choices available to seniors through three cornerstone events—an Active Ageing Carnival, Grandparents' Day and the Active Agers Awards. GH spearheaded intensive above-the-line and below-the-line marketing activities, engaging the media, volunteer organizations, self-help groups, retail establishments and schools. A Web site that served as a useful source of information was also launched. In tandem with event managers, GH developed the three events comprising the festival. First was the Active Ageing Carnival, a free, one-day event that gave seniors the opportunity to experience a myriad of exciting activities not typically associated with older persons. For the first time in Singapore, seniors were seen trying out rock-climbing, the trampoline, line-dancing and even Nintendo Wii. Held at an open space in the main shopping belt of Singapore on a bright Sunday, the Carnival saw an overwhelming turnout of more than 5,500 seniors. Grandparents' Day has never been as widely celebrated as Mother's Day or Father's Day in Singapore, and it was with this in mind that GH put together the first-ever Grandparents' Day Gentle Walk—the second element of the campaign. This scenic, one-kilometer walk was aimed at forging stronger intergenerational ties and providing a platform for young Singaporeans to honor their grandparents. An aggressive participation drive ultimately drew 3,000 people to the event. To create additional buzz, GH organized a competition for primary school children to depict their relationships with their grandparents through art. Winning entries were transformed into postcards that commemorated Grandparents' Day. Finally, members of the public were invited to nominate "Active Agers" of the year based on how these seniors lived their lives after retirement. Out of approximately 200 nominees, five winners were selected as active ageing ambassadors. A glitzy event was held at a trendy nightclub located in downtown Singapore to honor the winners, bringing the Active Ageing Festival to a glamorous end. The campaign produced overwhelming results, with 99 pieces of media coverage totaling a PR value of close to S$1.5 million (US$ 1 million)—a remarkable feat considering the limited media sphere in Singapore. Thanks to this provocative, groundbreaking campaign, retirement is the new age in Singapore.
All the excitement was for a good cause. Besides reminding stressed-out executives of the importance of physical exercise, the Central Rat Race also raises funds and awareness for MINDSET, a charity that supports mental health-related organizations and projects in Hong Kong and mainland China. GH managed media relations for the event, generating extensive coverage of the executives' antics and MINDSET's good work. A huge success, the Central Rat Race raised more than a quarter of a million dollars for MINDSET and gave office workers a chance to demonstrate the fun side of Hong Kong's busy streets.
With the aim of assisting Liveris and Dow in engaging key stakeholders, GH executed two events: a signing ceremony for the Dow-Chinese Athletes Educational Foundation (CAEF) "Hope School" Donation Agreement in Beijing and a "Meet the Chairman and CEO" media session in Shanghai. Both events were carefully planned to display Dow's dedication to sustainability in local communities. The Beijing event included a signing ceremony celebrating Dow's donation to CAEF to build 10 "Project Hope" schools, which will provide children in China's rural areas with the opportunity to receive a better education. Following the ceremony was a forum where Liveris engaged with Dow Beijing employees on China’s strategic importance in relation to Dow's vision. The in-depth discussion touched on Dow's "four strategic thrusts" in China: financial discipline, setting the standard for sustainability, creating a people-centric performance culture and investing for strategic growth. In Shanghai, the "Meet the Chairman and CEO" event built on the momentum of the hugely successful Human Element campaign launched in July 2007. Liveris walked on stage via a door built into a life-size replica of a box from the PeriodicTable of Elements that symbolized the "Human Element"—"Hn," literally putting a human face on the campaign. Click here to read more about this campaign. Thanks to the efforts of Dow's China Public Affairs Team and GH's team members in China, both events produced outstanding results, both in terms of the quality and quantity of media coverage as well as praise from Dow's executives. "Meet the Chairman and CEO," attended by 25 top media entities, was described by one outlet as one of the most innovative and engaging events they had ever witnessed.
Late last year A1GP, The World Cup of Motorsport, called on the GH team for urgent media support during its first race in Zhuhai, China, leaving GH with only three weeks to manage over 150 national and regional media outlets. The race was anticipated to draw a crowd of 50,000 in addition to seven million spectators globally via broadcast. Beating the clock, the GH team in Shanghai generated more than 120 media clippings during the race weekend alone. They also pulled off a pre-race warm-up event where drivers from more than 10 countries prepared a popular local delicacy, dim sum, with the guidance of a famous Chinese chef. The client rewarded GH with two thumbs up and great reviews. A1GP is the first and only motor sports series in which nations have the opportunity to compete as teams with equivalent equipment and technology. GH has been appointed to manage PR activities surrounding A1GP's Shanghai race in April 2008.
GolinHarris relied on its extensive media contacts in the territory to invite leading F&B and business media including AFP, Cosmopolitan and the Wall Street Journal Asia. First, an introductory class and blind tasting took place at the chic Landmark Mandarin Oriental. Later, the journalists enjoyed a gala cocktail celebration featuring more fine wines from Berrys, one of the oldest and most reputable retail sources for the world's best bottles. The school is a joint venture between the 300-year-old-plus Berrys and Jeannie Cho Lee, a local wine educator who recently passed the notoriously difficult Master of Wine examinations. She is now on track to become the first person from Asia to receive the qualification and one of only 265 Masters of Wine globally. The Fine Wine School in Hong Kong offers accredited Wine & Spirit Education Trust and l'Ecole du Vin de Bordeaux courses along with one-day Masterclasses, as well as wine luncheons and dinners. The school has already been reported on heavily in local press and course rosters are full, meaning that many enthusiasts will have to wait a little while longer to experience Hong Kong's premium wine study program!
Capitalising on the advertising campaign "Vote 1 for OatBrits," the team engaged a pseudo politician to campaign within the electoral districts of the prime minister and the key opposition party, urging all voters to take a stand for their health and "Vote 1 for OatBrits." GH also negotiated media partnerships with two metropolitan radio stations in Sydney and Brisbane. On election day, breakfast radio DJs announced they supported Uncle Tobys' political campaign. The campaign created an engaging consumer experience with high brand visibility—and a bit of fun for everyone involved.
Any cooking enthusiast worth their salt knows that flame cooking is the only way to achieve the best results. Offering the best heat distribution and control, flame is especially suited for cooking on uniquely shaped utensils like woks, which are central to Asian cuisine. Towngas is Hong Kong's undisputed leader when it comes to flame-cooking equipment and expertise. To extend its leadership into the online world, the company appointed GolinHarris to help re-launch Towngascooking.com. The site now contains a host of innovative new features including "My Cooking Blog," a zone where cooking lovers can host their own blogs; "Recipe Search Engine," where visitors can scroll through hundreds of free recipes by ingredient, cuisine type and cooking method; and "Personal Recipe Folder," which enables users to upload their own concoctions to the site to share with others. The Web site also hosts blogs by celebrities and experts with a passion for getting creative in the kitchen. Towngas recognizes the power of blogs and online communities to form opinion, which is why the company is embracing this form of dialogue as it looks to promote fun, healthy, tasty cooking to entirely new audiences.
Chloe Lim, the managing director of leading online accommodation provider HotelClub, and David Gooding from Insight Guides recently participated in a debate at Hong Kong’s Foreign Correspondents Club about whether the travel guidebook is still relevant as more and more travelers turn to the Web. The GolinHarris team conceived and organized the thought-leadership event to promote HotelClub's "Asia’s Best Hotels and Resorts 2007," published in conjunction with Insight Guides, among the Foreign Correspondent Club's influential members. While it might seem like a counterintuitive position to take for a company in the process of launching a new travel guidebook, Lim argued that the guidebook as we know it is dead—and is being replaced by a new, more interactive style that complements the Internet by incorporating consumers' contributions. The audience of journalists, publishers and tourism marketers engaged in a thought-provoking discussion that highlighted HotelClub's innovative new approach.
After assisting in the opening of Toys "R" Us' second store in Shanghai last year, GolinHarris in Shanghai recently helped pave the way for Toys "R" Us' debut in China’s second-tier cities with the opening of Toys "R" Us in Nanjing. The launch event was designed to celebrate the leading toy store's second outlet in China and one-year anniversary in the country.
Titan Petrochemicals, an oil services leader in Asia, recently acquired a multi-functional shipyard in China's Fujian province. GolinHarris consultants from Hong Kong helped Titan organize a visit for more than a dozen Hong Kong business journalists to see what will be one of the largest and most modern integrated ship repair, offshore engineering and specialized building facilities in China. The trip included a presentation by Barry Cheung, deputy chairman of Titan, as well as updates about the global shipping industry. Following the presentation, the group was escorted to the shipyard for a tour through the hull workshop, slipway, jetty and to two newly launched vessels: the Titan Honour and Titan Spirit. The tour generated many positive news stories on the facility and on Titan's plans for growth in the booming industry. It wasn't all work though—the area is also famous for its tea, so the group managed to squeeze in a visit to a traditional teahouse, experiencing a traditional tea ceremony and marionette show.
Designed to showcase Shenzhen's attractiveness as a logistics hub, the tour included the new shipping terminal in Dachan Bay and the South-China International Logistics Centre. GolinHarris identified the tour as a useful opportunity for the GPA to better understand the local industry and facilitate connections with potential contacts.
Just over a year ago, GolinHarris in Japan was on hand to assist longtime client DHL publicize the opening of its Nagoya Gateway facility at Centrair International Airport. Late last year, GH was back on the tarmac at Centrair to support DHL in announcing the company's newly installed automated sorting system. GH secured a turnout of 34 journalists representing nationwide dailies, trade magazines and television stations for the event. The team also set up executive interviews with Nikkei and Asahi Shimbun, and gave media representatives a closer look at the system with guided tours through the facility. News on the service and DHL's strengthened commitment to the Japanese market began appearing as early as the evening following the event, solidifying the company's presence in the market and attesting to another successful mission completed by GH.
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