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| GolinHarris' support for McDonald’s Olympic Sponsorship |
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Al Golin was on hand in Beijing as GolinHarris helped kick off McDonald’s 2008 Olympic Sponsorship through a strategic and sequenced communications plan. More than two years in the making, this initiative ultimately garnered more than 600 million media impressions worldwide.
Built on a long-lasting relationship Al started half a century ago, GH played a significant role in the most comprehensive Olympic activation ever.
On the eve of the 2008 Beijing Olympic Games, McDonald's and GH launched the first competition of the Games. The Big Mac Building event honored the best of the best McDonald's restaurant employees from around the world—McDonald's Olympic Champion Crew—in a heated competition that demonstrated what they do best in restaurants around the world.
This event was attended by top McDonald's management, including global CEO Jim Skinner and China president Jeff Schwartz; Olympic officials; Olympic legend Carl Lewis, Olympic Chinese athletes Gao Min and Wang Junxia and more than 200 international media. Additional events and programs were orchestrated by GH throughout the Games, including McDonald's Champion Kids, which brought together more than 200 kids worldwide to serve as youth journalists; and a world-class appearance by Olympic phenomen Michael Phelps at a McDonald's restaurant on the Olympic Green.
Considerable coverage resulted from these events and anecdotal feedback was extremely positive. It was more than a fun and attractive performance—it was a gold-medal-winning communications strategy.
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McDonald's dream team set out for gold in a Beijing Big
Mac Building contest. |
| Singapore team supports the Global Brand Forum |
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This was one dream project with no shortage of volunteers. Team members from the Singapore office were all charmed by the multi-talented, famous Hollywood producer Spike Lee and founder of Wikipedia, Jimmy Wales.
The two men were among eight celebrity speakers, whose names read like a list
of who's who, to speak at the Global Brand Forum held in Singapore from August
14-15, 2008. Our founder Al Golin was among these eminent speakers, and himself
quipped that even his grandson had been impressed when he realized his grandfather
was going to be seated shoulder to shoulder with Spike Lee in a panel discussion.
Glamour, picture taking, and autograph signing aside, the project presented huge challenges during the early stages when the team faced difficulties pitching pre-event interviews. Because the forum was being held in Singapore, many of the Asia Pacific media did not see the relevance for their readers/viewers and thus did not want to cover the story. To overcome these obstacles, GH utilized the bonds of its regional network, and asked Beijing colleagues to pitch to media contacts in China.
The media pitching, conducted by GH across the region, intended to drive awareness
of the upcoming forum and secure early registrations, must have been successful
because the turnout stood at more than 600 delegates paying USD 2,500 per head
to attend!
Our media coverage score for local, regional and international print and broadcast TV and radio, stands at USD 3 million as of August 29, 2008. Furthermore, we anticipate more coverage over the next couple of months.
The GolinHarris team in Singapore also managed the media center for the forum. We attended to more than 100 local and foreign journalists and facilitated media conferences back to back.
Spike Lee summed up the event when he said, "Great experience. I am coming back.
Singapore is happening, people!"
| 3M helps to prevent enteroviruses in Taiwan |
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The GolinHarris office in Taipei has developed a public-interest campaign for leading diversified technology company 3M addressing key topical issues in Taiwan: The spread of enteroviruses (viruses associated with several diseases including Polio), which have killed a number of young children in Taiwan, and the need to conserve water used while washing hands to prevent the viruses from spreading.
3M donated to the Taipei city government 3,000 water saving faucet products that save water restricting flow of water through
a tap to the Taipei city government. They were then used by 694 kindergartens
in Taipei. GH enlisted the support of the city government at a press conference
to introduce the 3M product and promote healthy and hygienic practices.
The event enhanced 3M's image as a company that cares about Taiwan and wants
to save natural resources in order to protect the environment.
The client was pleased with the results, which included 58 reports on major TV stations, websites and newspapers.
China team gives ZESPRI a party to remember |
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In China, fruit has always been a popular dessert. Now more than
ever Chinese people are enjoying the health benefits fresh fruit
offers.
Recognizing this trend, the Beijing office of GolinHarris designed and hosted—in
a fitness center—an event with a difference: the Zespri Kiwi Vitality Party.
The party aimed to raise brand awareness and reinforce Zespri's TVC theme with
the message, "You are what you eat." Celebrity Wu Zun, known for his healthy
image, attended along with famous dietitians acting as powerful third-party advocates.
Different from a traditional press event, the Vitality Party was part of a campaign
that combined sales promotion with event and consumer interaction. Promotions
were run throughout China's supermarkets from May to June offering 50 consumers
the chance to attend the party with the purchase of a box of Zespri kiwifruit.
Winners and media representatives had the opportunity to interact with Wu Zun
and take part in an information session with a nutritionist. All guests left
the party with a feeling of vitality and a deeper understanding of the nutritional
benefits of kiwifruit.
More than 80 media representatives from magazines, TV, newspapers and websites covering health, lifestyle and entertainment attended. There were even eight media representatives from Hong Kong and Taiwan who flew in to Beijing for the party! GH arranged four rounds of in-depth media interviews on the day of the party, generating 150 message relevant articles.
Axor Citterio M debuts in Shanghai |
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Axor's
chic products are displayed in Design Republic's reception
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Since the Shanghai office of GolinHarris partnered with Hansgrohe, the luxury bathroom fixtures designer, the agency has arranged for a number of world-renowned designers visiting Shanghai to promote the brand. In 2008 it was the turn of award-winning designer Antonio Citterio to launch his own exclusive line of Axor products.
Antonio Citterio's trip to Shanghai enhanced the brand image of Hansgrohe as
well as the Axor brand. To maximize exposure, GH approached Design Republic,
a reputable design retailer with a superbly located studio, with a plan to display
Antonio Citterio's design products in its reception area. GH also invited two
outstanding designers, Lyndon Neri and Rossana Hu, to participate in a design
dialogue, which was the highlight of the whole event.
GH ensured that the event looked and felt as luxurious as the products themselves
and arranged interviews for 13 media. The journalists ranged from industry to
home decor and general mass media (with a high circulation and influential voice
across the nation). GH also arranged for business media to interview Philippe
Grohe, grandson of the company's founder, Hans Grohe. More than 150 people attended
the event—including over 70 designers, 40 dealers and 40 media—to witness the
exciting unveiling of Axor Citterio M.
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Award-winning designer Antonio Citterio |
One of Hansgrohe's luxury bathroom fixture designs |
GH's Vichy Liu (third from right) meets Antonio Citterio in person |
Making Olympus a "must have"
in Australia |
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This August, the Sydney office teamed up with Olympus—one of
Australia's leading camera manufacturers—to provide public
relations support for the launch of its latest compact digital cameras.
The launch included the Mju 1040, which features a stylish new slide design, signifying a bold new direction for the brand.
The Sydney team's strategy was to market the camera as a stylish solution without
technological compromise. In total, the team managed three successful media events
that engaged key trade and consumer technology contacts across TV and radio broadcast,
online, major metropolitan, men's lifestyle and trade outlets. Media feedback
from the events' attendees has been overwhelmingly positive, and the new design
and color availability has already produced ten positive pieces of editorial
coverage in key publications in less than one week since the launch.
The team is now looking forward to the final media launch event, which will reach
out to fashion, women's lifestyle and social media via a strategic partnership
with globally renowned makeup house Napoleon Perdis. Guests will savor cocktails
and canapes and have the opportunity to enjoy makeovers performed by Napoleon
Perdis' core makeup team, as well as preview the camera "small enough to fit
in your makeup case."
Event coverage has already been secured in leading metropolitan social lift-out Confidential and despite the event not yet having taken place, fashion magazines Marie
Claire and Russh have already shown great interest as well.
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The slick new Olympus
camera
"small enough to fit in your makeup case." |
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