Singapore Airlines made aviation history on 25 October 2007 with the First Flight of the A380 from Singapore to Sydney. In a world first, all seats onboard were auctioned on eBay for charity. Weber Shandwick co-piloted the campaign to become one of the travel industry’s largest launches to date.
The Sydney team has worked with Singapore Airlines for more than two years, and research and planning have been an ongoing, organic process—reinvigorated in the months leading up to the First Flight. But the campaign had its challenges, such as requiring the agency to navigate the stringent security requirements of operating within a fully functioning airport. Also, with a limited population compared to other global markets, it was crucial to ensure that Australians participated in the charity auction to keep the story relevant and raise funds for local causes.
More than 800 winning auction bidders and 120 international media descended on Sydney for the First Flight. Weber Shandwick worked with Sydney Airport to secure media access to the tarmac for the arrival and departure flights. The agency even managed to gain rare access directly underneath the A380 for five major TV stations.
The campaign also engaged advocates for the new aircraft. A video call with patients from two of Sydney’s leading children’s hospitals—both beneficiaries of the A380 auction—was set up in front of the A380 Countdown Clock at Sydney Airport prior to the arrival. And the team managed a “Welcome to Sydney” evening function with Tourism NSW, introducing international media to Australian food and wine at no extra cost to the client.
Singapore Airlines had clear ownership of the A380 arrival in the media. Weber Shandwick also saw that media picked up on the charity auction, securing 70 targeted features on the auction to drive local bids. Team members leveraged alternative outlets, including enthusiast group Sydney Airport Message Board and social networking site Facebook to ensure widespread word of mouth among potential bidders. As a result, Australians outbid the world, comprising 15% of successful bidders to raise AU$1.4 million (US$1.2 million).
Malaysian Mall Opening Prompts Outstanding PR in Malaysia
The opening of Pavilion KL sent ripples across a sea of consumers
Weber Shandwick recently celebrated a milestone in Malaysia: the soft opening of the Pavilion KL shopping centre. A two-event programme, comprised of an opening ceremony followed by a fashion show, drew more than 200 media and resulted in scores of coverage.
The ultra-successful outcome was the result of a public relations campaign by the Malaysia team and the project development company two years in the making, which strengthened confidence in the shopping centre among the retail, property, financial and media communities.
Weber Shandwick engaged advocates outside the official company spokespeople, including tenants and partners, to build a case with retailers and eventually shoppers. One such achievement was an endorsement by local tourism authority Kuala Lumpur Tourism Action Council.
Closer to the opening date, the team transitioned from B2B to B2C communications, positioning the shopping centre as “the axis of your inspiration”. A special six-article series profiled key tenants and the new store concepts, merchandise and international brands that each would bring to Malaysia for the first time.
While all public relations campaigns measure positive clips, for Pavilion KL, which initially faced a negative environment, positive results resonated much stronger. Since the start of the campaign, the team has recorded more than 200 clips capturing key messages and spokesperson quotes. The publicity blitz has appeared across business, property and lifestyle media with more than 90% of all coverage featuring prominently branded full-colour visuals as well as a significant number of hits on TV and radio.
Interestingly, while blogs were not specifically targeted, the reaction from bloggers across different industries—shopping and retail, hospitality, tourism and architecture—reflected the agency’s pro-active approach. One such blogger said this: "Come this September 2007, Malaysian shopaholics will rejoice... I believe this place is gonna be one of the most trendy, most hyped-up, most elegant shopping malls that you would want to be in KL.”
The Malaysia team is also proud to announce that the Pavilion KL campaign has won the Business-to-Business Campaign of the Year award at the first-ever Malaysia PR Awards 2007.
Nortel Showcases Latest Technology in Taiwan
Nortel’s strong showing at the summits reinforced its reputation in Taiwan
Addressing the global trend of enterprises shifting to IP-based networks and showcasing Taiwan’s mature telecommunication environment, Nortel sponsored and participated in 2007 IPComm Asia, the island’s inaugural IPComm exhibition.
Nortel also recently sponsored and participated in the 2007 WiMAX Forum Taipei Showcase and Conference to indicate its dedication and commitment to Taiwan’s WiMAX development.
Weber Shandwick in Taiwan organised a media briefing to leverage a visit by John Hoadley, Nortel’s vice president for 4G ecosystem and business development. A group interview focused on the building of a Mobile WiMAX ecosystem for today’s operators. His presence further reinforced to local media and telecommunication businesses Nortel’s commitment to WiMAX development in Taiwan.
Similarly, Weber Shandwick team members aided in showcasing Nortel's leading-edge WiMAX-powered Unified Communications solutions to the public through active media engagements during 2007 IPComm Asia.
Increased publicity through 19 media engagements and booth visits, including three TV stations that interviewed Nortel executives, indicated that Nortel elevated its brand name during this timeframe. It was also a sign that local media acknowledged Nortel’s efforts and commitment in Taiwan, setting it apart from its various competitors that also participated in the exhibitions.
Mobil Takes Super Turbospeed on the Thai Road
Thai celebrities appeared wherever the road show stopped
Expert lectures, in-depth workshops and interactive games engaged advocates for the brand
Demonstrating the superior performance of Mobil Super Turbospeed motor oil, the Weber Shandwick team in Thailand organised a road show across seven provinces.
The campaign was unique in that it engaged auto mechanics as advocates. A “Mobil Laboratory Demonstration Zone” was set up at each site to show mechanics and technicians how Mobil lubricants outperform the competition.
Thai celebrity Dom Hetrakul, who stars in TV commercials for Mobil Super Turbospeed, made an appearance alongside other auto-related stars. As the campaign crisscrossed the country it left a media buzz in its wake with 41 automotive and business journalists turning out for the event in Bangkok and 31 publications, including business and lifestyle, covering the programme in Chiang Mai.
Powell Tate Talks Politics on France 24
John Russell speaks about China on France 24
French news broadcaster France 24 recently filmed an interview in the Beijing offices of Powell Tate, Weber Shandwick’s public affairs specialist practice.
The interview with Powell Tate Executive Vice President John Russell discussed the significance of the 17th Communist Party Congress. Recently held in the capital, the Congress was this year’s must-see event for China watchers, forecasting which individuals will hold the country’s top leadership posts in the future.
France 24’s Beijing bureau reported that the interview aired multiple times, coinciding with the opening of the Congress.
MasterCard Treats Malaysian Members to Luxury Extravaganza
Cardholders enjoyed an evening of luxury in Kuala Lumpur
One hundred premium MasterCard cardholders recently enjoyed a taste of ultra-luxury in Malaysia.
Weber Shandwick organised the second MasterCard Extravaganza this year to express the payment solution provider’s appreciation for the strong support of its members, representatives of financial institutions and corporate partners.
MasterCard Worldwide takes pleasure in providing its premium market with special privileges, unique benefits and experiential offerings. The event was hosted at Eest, a leading Pan Asian restaurant housed within the Westin Hotel, in collaboration with Luxury Concepts, Martell and Davidoff.
Asian fusion dishes, carefully paired with cognac and aperitifs from Martell, greeted guests. The participants were among the first and rare few in Malaysia to experience the Korloff 2007-2008 signature collection and the latest collection of luxury time-pieces from Blu, the brainchild of Bernhard Lederer Universe.
As the perfect complement to end the evening, guests were entertained by famed violinist Y. Y. Chin, a past concert master of the Kuala Lumpur Symphony Orchestra and principal of the National Symphony Orchestra. Subsequently, guests received Davidoff cigars to enjoy with fine French wine.
The MasterCard Extravaganza mirrors the standards and lifestyle choices of premium MasterCard cardholders, demonstrating the excellent service and quality benefits that the payment solution provider offers.
Basketball Player Crowned King in China
The “LBJ Museum” documented James’ meteoric rise to the top of the game
LeBron James and Nike CEO Mark Parker launching Nike’s new Zoom LeBron V China edition
With basketball superstar “King LeBron” James in town to take part in the NBA China Games, Nike worked with Weber Shandwick Shanghai to focus media attention on James’ new shoes, the Zoom LeBron V China edition.
The team engaged sports magazines, online forums and consumers in a month-long campaign that emphasised the athlete’s dominant performance in last season’s NBA playoffs and this summer’s Tournament of the Americas FIBA Tournament. The first goal aimed to transform fans into advocates by promoting the royal nickname for basketball’s “King.”
Prior to James’ arrival in Shanghai, Nike also set up an “LBJ Museum” in Shanghai’s New Factories, documenting the NBA star’s rise from child prodigy, to high school superstar, to NBA No. 1 draft pick, to today being one of the best players in the world.
James appeared with Nike Global CEO Mark Parker at the LBJ Museum to launch the Zoom LeBron V China edition. Weber Shandwick ensured that this event was the dominant story in basketball, sneaker, online, general sports and mass media channels for the following month.
High School Musical Hits Malaysia
Two Malaysian pop singers were recently selected to cover “You Are the Music in Me”, the hit song from the Disney Channel’s High School Musical 2. Weber Shandwick worked behind the scenes to create publicity around the premiere of their music video on the Disney Channel.
The two singers are already well-known to Malaysian audiences. Jaclyn Victor is a Malaysian Idol and Vince Chong was the first winner of Akademi Fantasia, a Malaysian musical reality show.
Weber Shandwick held a press conference at Bijan, a fine-dining Malay restaurant, exemplifying the Disney Channel's efforts to add local flavour to High School Musical 2. In Malaysia, High School Musical 2 took a top rank when it premiered on the Disney Channel in September.
Laura E. Wendt, vice president and managing director of Walt Disney Television International (Southeast Asia) said, “It is a great pleasure to have a Bahasa Malaysia version of this song in the Asia Special Edition. It is something we at Disney Channel are immensely proud to bring to Malaysian kids and families who have shown such love for High School Musical and High School Musical 2.”
High School Musical 2 has been a huge hit in Malaysia
Racing for Female Fans in Japan
Female opinion leaders at the races in Japan
Continuing its Female Opinion Leader Program, the Japan Horseracing Association (JRA) hosted three top female journalists as part of social gatherings for female opinion leaders.
These three influential journalists were: Ms. Yuko Arimori, a marathon runner with a silver medal from the Barcelona Olympic Games and a bronze medal from Atlanta; Ms. Mari Tanigawa, the winner of the 1991 Tokyo International Women’s Marathon; and Ms. Fumiko Okuno, a bronze medallist in Synchronized Swimming at the Barcelona Games and a member of the world-famous Cirque de Soleil troupe for three years.
JRA’s Female Opinion Leader Program has a long history, dating back 26 years to when the association first decided to elevate its brand image and improve public perceptions, especially among female audiences. This has been achieved with the help of influential women in the public limelight and Weber Shandwick’s support.
Twice a year, JRA organises events and gatherings for female opinion leaders—journalists, actresses, politicians, business leaders and academic figures—to position horseracing as a form of family-friendly, sophisticated sports entertainment.
The result of this effort was clear when, in 2005, Japan’s female horseracing audience surpassed the one-million mark for the first time. Since then, JRA and Weber Shandwick have been working to further improve the association’s promotional activities, reaching out to digital and social media in order to create a more vibrant and dynamic appeal for horseracing.
Ms. Fumiko Okuno, one of the guests at this year’s Kyoto event, has contributed to this effort in a great article in the Sankei Shimbun, one of Japan’s top-five daily newspapers, writing about the magnificent atmosphere of the racetrack, the beauty of running horses and the entertainment of a day spent at the races.
QiQi Photos Attract Malaysian SK-II Advocates
SK-II stands for skin that has a natural glow. The leading skincare brand is personified by celebrity brand ambassador and international model QiQi and her husband, actor and photographer Simon Yam.
Recently, the Hong Kong couple flew to Kuala Lumpur where they unveiled a photo exhibition especially for SK-II. The gallery featured pictures of QiQi taken by her husband throughout different stages of her life.
The Weber Shandwick consumer practice in Kuala Lumpur assisted SK-II with the press conference at Suria KLCC, a premier shopping complex located at the base of the Petronas Towers.
The Malaysia team’s communication plan called for leveraging the appearances of QiQi and Yam to build excitement for SK-II Facial Treatment Essence, which is affectionately known by brand advocates as their "miracle water".
Prior to the event, the agency issued a pre-announcement release about the couples’ appearance at KLCC, inviting selected media to an exclusive interview with the couple at the Mandarin Oriental Hotel. There, QiQi shared her personal testimony of how SK-II Facial Treatment Essence, like Yam, has been her constant companion throughout the years.
The project was a success, drawing more than 87 journalists, including the beauty and entertainment beats, in advance of a highly publicised consumer event.
At the press conference: Pauline Png, SK-II associate marketing director; Hong Kong actor and photographer Simon Yam; SK-II Ambassador QiQi; and Jun Yokoyama, Isetan MD
QiQi viewing her pictures displayed at the photo gallery
