GolinHarris in Shanghai recently promoted the Japan Fashion Flair (JFF) exhibition in Shanghai by holding a colorful press conference and luncheon. The press event was a huge success, and the GH team helped double the previous year’s media attendance.

The JFF exhibition, held in November 2005, was organized by GH’s client, the Japan External Trade Organization (JETRO). JETRO was keen to create noise around the exhibition to attract visitors; hence the press conference was organized. The objectives of the exhibition were to showcase and promote Japanese fashion in China as well as to help develop Japan-China relations.

The key message of the press conference was "fashion en-COLOR your life." GH conceptualized a "colors" theme for the press conference and luncheon, which highlighted the vibrancy and colorful nature of Japanese fashion.

At the press conference, government and industry representatives gave keynote speeches that emphasized Japan’s intentions to develop good relations with China through trade in various industries, including fashion.

Speakers at the press conference included the councilor of JETRO; a councilman from the Japan Fashion Association; an official from the Department of Fiber, Ministry of Economy, Trade and Industry; and a Chinese official from Economy Committee of Shanghai.

Attendees of the press conference then participated in a luncheon that continued the colorful theme with vibrant flowers, a chocolate plate and decorations. A highlight of the luncheon was the "best wishes" colored ball activity, whereupon guests were handed colored balls and were encouraged to place them into six glass containers that spelled out "COLORS." This fun, interactive element of the luncheon was a great way for guests to show their best wishes for JFF in 2006.

In addition to doubling media attendance from the previous year, the project has generated over 45 clippings in newspaper, magazines, television and web media to date, with an advertising equivalent of USD337,425—more than 24 times return of investment.

In January, GolinHarris helped execute the 3rd Annual Taiwan Business Awards, injecting life and vigor into the program, which was co-hosted by GH client DHL and the China Times newspaper.

From start to finish, GH helped create and execute a memorable program for the Taiwan Business Awards. Starting from the invitation and design of gifts through the program and rundown control, GH took control of the event, providing DHL more time to cater to its more than 520 clients and VIP guests.

Having conducted the event over the past two years, GH found new ways to excite the audience. First, GH hired a traditional Chinese "Diabolo" dance troupe to perform at the awards ceremony. GH briefed the dance troupe on the theme of the awards—"Breakthrough and Advancement"—which inspired the troupe to "break through," creating a new combination of Diabolo dance infused with modern dance. The resulting hybrid style received great applause.

GH also redesigned the stage in an innovative "Y-shape," allowing the award winners to enter the stage from one fork of the "Y" and leave from the other, thus prolonging their stage presence.

The event was a huge success. Seven TV news crew and 10 print media agencies joined and reported on the presentation. All eight of the award winners and clients expressed their satisfaction and complimented the team.

To help the online music website Kuro shift from software to hardware with the release of its first MP3 Player, GolinHarris executed a series of consumer and media events in Taiwan.

With the launch of its "Kuro neo" MP3 Player, online music website Kuro was taking a large step, as consumers were not familiar with the brand name. GH advised Kuro that to create the most media noise and a lasting impact in consumer’s minds, the company would have to step over some traditional boundaries.

GH first suggested generating some buzz through media events, whereby the features of the product could be explained. GH recommended hosting a "lighting show" in Taipei’s largest club to showcase the products lightweight feature and unique design.
Having achieved consumer awareness of the product, GH then recommended a unique consumer event that would generate media coverage and brand buzz.

In order to stress Kuro’s faith in its ability to rise to the top of the MP3 player market, GH arranged for 50 consumers to bring their old MP3 players, smash them with hammers, and recycle them in exchange for new Kuro MP3 Players.

The two events created considerable consumer and media buzz, generating 107 news reports, including 15 prime-time TV news clippings, 22 newspaper clippings, and 26 magazine stories, with a total media impression of nearly 13.5 million people. Taiwan’s population as a whole is only 23 million!

More importantly, the innovative events resulted in widespread Internet discussion, as online music aficionados set up blog topics, discussion groups, and online debates devoted to Kuro and the best way to smash the older MP3 players.

Owens Corning—the company that invented fiberglass—is a longtime client of the Chicago office of GolinHarris. Owens Corning recently acquired the reinforcements and compounding business of Asahi Fiber Glass, which includes a major glass manufacturing facility north of Tokyo. Communicating this to employees and the Japanese media was sure to be a "fragile process."

Given the scope of the mission, headquarters in Chicago called on the services of the Tokyo office in April last year to help lead communications activities.

In the eight months leading up to the official acquisition announcement, GH in Tokyo helped Owens Corning prepare to strengthen their presence and reputation both internally and externally in Japan and the Asia Pacific. The main tactic employed for the announcement was securing coverage in prominent trade publications as well as the Nihon Keizai Shimbun, Japan’s most prestigious nationwide business daily.

GH arranged one-on-one interviews with several trade media, including The Chemical Daily, the country's most prominent industrial daily newspaper, featuring Steven R. Zirkel, then the Owens Corning Asia Pacific managing director, composites solutions business.

GH also secured an article on the front page of the Kagaku Kogyo Nippo, as well as inside pages in the Nihon Keizai Shimbun, Nikkan Kogyo Shimbun, Nikkei Sangyo Shimbun and Engineering Plastics Journal. The coverage featured the announcement of the acquisition and Owens Corning's key messages and strategies for future business in Japan.

Following the acquisition announcement, the Tokyo office assisted Owens Corning with internal communications regarding the newly acquired factory. A tour of the plant was organized for the company’s integration team leaders and the GH team. This helped Owens Corning survey the conditions and plan the steps needed for overall integration. GH then assisted the communications leader at Owens Corning in training and informing factory leaders on matters related to employee, customer and community relations.

Efforts to secure a smooth and efficient transition are currently underway, as GH reveals its strengths in helping bridge professional and cultural gaps that naturally arise in the Orient.

GolinHarris created an innovative communications plan to help the Watson’s drugstore chain strengthen its relationship with product suppliers and introduce its new distribution center in Taiwan.

Realizing the symbiotic nature between Watson’s and its product suppliers, GH created the theme "Heart of Your Business." The metaphor clearly illustrated the link between the "heart," or Distribution Center, in supplying the "blood," or products, throughout the island. This innovative theme also helped demonstrate the power of the Distribution Center to the product suppliers.

In order to strengthen the relationship between Watson’s and its suppliers, GH created a program stressing the "Wow!" factor.
First, GH decorated the Distribution Center to look like a fancy theater. Next, GH organized a glow-stick dance performance. After speeches by Watson’s representatives and local government officials, VIPs broke a heart-shaped ice sculpture and blew out candles on a heart-shaped cake.

However, the best surprise was saved for last. After the lights came up, GH dropped the theater curtains to reveal the inside of the venue decorated as a Watson’s store—once again reinforcing the relationship between the distribution center and the suppliers.

Despite not being a media event, the opening of the distribution center generated a total of 62 clippings within one month.
More importantly, though, GH generated results for the client. Watson’s received great feedback on the event and distribution center from the over 200 attending suppliers. As a result, the general manager of Watson’s personally thanked GH for a job well done!