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| The new "MasterCard Financial
Know How" website generated interest with the media in
Taiwan. |
In the face of growing consumer debt concerns in Taiwan, Weber
Shandwick worked with MasterCard to initiate a consumer education
program called "Financial Know How," designed to give
consumers access to free, easy-to-understand tools to help manage
their personal finances. A key component of this program was the
"MasterCard Financial Know How" interactive website, aimed
at teaching the young to be financially responsible.
The "MasterCard Financial Know How" website offers consumers
an examination of their financial "health," along with
tips and resources to help them manage their finances. Weber Shandwick
worked to localise the website for the Taiwan market.
To effectively reach out to young consumers, Weber Shandwick in
Taiwan recommended using celebrity endorsement. Pink Yang, a popular
artist among young consumers, was chosen as the "MasterCard
Financial Know How" ambassador. This strategy helped attract
the attention and interest of tertiary students, who identify with
Yang.
Highlighting the importance of consumer education, Weber Shandwick
prepared a vox pop of views from older students on financial management.
During the press conference, Yang shared her experiences on good
financial management and demonstrated how easy it is to use the
website.
Besides encouraging consumers to visit the MasterCard "Financial
Know How" website, Weber Shandwick in Taiwan also plans to
conduct a series of consumer education activities in conjunction
with universities in March 2006. Campus tours will be organised
to help assess the "personal financial health index" of
students, helping them better understand the basics of financial
management.
A survey of these university students will also be conducted so
MasterCard can better understand young consumers' spending
habits and financial attitudes. It is anticipated that results from
the survey will generate further media buzz.
A total of 86 journalists from 57 media, including the education
and entertainment beats, attended the press launch, a turnout that
made a strong impression on the client. The client was also impressed
with the good work put in by the team in conceptualising the proposed
program and coordinating the launch of the website in less than
one month.
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| Li Yuchun poses with her fans |
In January, Weber Shandwick in Beijing hosted an exciting launch-cum-concert
for Swatch which the media enjoyed just as much as the revellers!
The event was held at a ski resort and the highlight was a performance
by Li Yuchun, a supernova pop-star and the first Swatch ambassador
for the China market.
The event was held by Swatch to show their appreciation to their
customers and also to launch their limited edition, Chinese New
Year watch, Gou Laifu.
The choice of venue, a ski resort, posed a number of challenges
that the Beijing team had to overcome. The outdoor site meant high
pressure on security, cold temperatures and numerous staff to coordinate.
Cold temperatures did not freeze the spirits of the fans who attended
the event. At 20 minutes prior to the opening, there were already
over 200 fans bustling to find the best position to view their pop
idol. In a grand entrance, riding a yellow Skidoo ski machine, Yuchun
descended from a hilltop to the flat ground of the event arena at
lightening speed. Weber Shandwick's photographers and camera-men
were on-hand to capture the moment.
On stage, a giant mock-up of the Gou Laifu was concealed inside
a gigantic red lantern. Yuchun and Swatch China president, Ms. Susan
Chen triggered the drop of the lantern coat to reveal the new watch.
Simultaneously, Yuchun's photograph was unveiled as a stage backdrop,
provoking lively applause from the audience. The Weber Shandwick
team worked tirelessly to ensure that the event was conducted with
military timing and precision, a factor which the success of the
event depended on.
The Swatch event created a huge impact with fans and the media.
Photos from the event became highly popular with the Chinese media.
To-date, the event has generated an ad value of over USD934,005
with approximately 30 press, 16 website, and 150 TV pieces of coverage.
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| Famous stylist Mark
Hill works his magic on a lucky editor. |
Mark Hill chats with
a journalist about his new range being launched in Asia. |
Mark Hill, the most awarded hairdresser in the UK, created his
first ever MarkHill hair product line in 2004 and since then has
fast become a major hair care brand in the UK. The Weber Shandwick
consumer team in Hong Kong was appointed to oversee the MarkHill
Hair Cosmetic launch in Asia with a "head start" in Hong
Kong.
There were two key challenges for the launch. One was that Mark
Hill and his hair cosmetics brand was seen as remote or even unknown
to many local beauty editors. Another challenge was that although
the MarkHill hair care products were positioned as luxury products
with a higher price tag compared to other designers' hair care
lines at the retail level, the line would be exclusively available
at Watson's, a leading mass market pharmacy chain. Building
media rapport was therefore important for Mark Hill at such an initial
launch stage.
Weber Shandwick advised Mark Hill to roll out a "Be My Stylish
Guest" media program with his first visit to Hong Kong in early
February. A premiere suite at the new Four Seasons Hotel was turned
into a luxurious hair & beauty salon for the program and over
a three-day period, Mark Hill created beautiful hair styles for
more than ten selected chief editors. After each hair styling appointment,
the editors enjoyed a make-up service and a professional photo session.
All editors left the suite with a big smile, providing the consumer
team with a clear path to plan for Mark Hill's next steps in Hong
Kong.
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| Consumers try their hand at gaming
on DLP® TV |
On 1 January 2006, Weber Shandwick's client Texas Instruments DLP®
(Digital Light Processing) kicked off a ten day joint promotion
with SiTV (Shanghai Interactive Television), one of China's leading
high definition content providers. The promotion aimed to equate
true HDTV with DLP by working with SiTV to expand digital applications
across China.
A large and impressive DLP ‘home theatre living room' was set
up in Multi-Media Square, Zhongshan Park in Shanghai, to demonstrate
DLP large screen TVs and projectors from DLP's key customers, such
as Samsung, Panasonic, Optoma and BenQ Home Theatre.
Although the launch ceremony was held on a public holiday, over
60 reporters attended. As HD standard is a hot topic in China, media
were very interested to learn more about when China will officially
announce industry standards. After viewing DLP's image quality up
close (some even using magnifying glasses!) the attending media
concluded that DLP provided the best picture quality and colorful
images on screen.
Hundreds of consumers visited the promotion and 11 DLP TVs were
sold within the first three days of the promotion.
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| Manhattan elevation. |
The Manhattan will feature interiors
from award winning designers. |
Weber Shandwick in Hong Kong has unveiled the first round of communications
for The Manhattan, a joint-venture luxury property due for completion
next year in the casino strip in Macau, a destination that is touted
to become the next Las Vegas.
MacauLand is a pioneer in luxury residential property development
in Macau, a Special Administrative Region of the People's Republic
of China located one hour by ferry from Hong Kong. The real estate
developer building The Manhattan is dedicated to producing "Next
Level" luxury residential properties in Macau to meet the growing
demand for international quality living environments in the bustling
gaming city.
The focus of the campaign that began late last year, has been on
corporate positioning; the team has focused their communications
campaign on MacauLand's target audiences including the business
community, expatriates working in Hong Kong and Macau, institutional
investors and the high income residents of Macau.
The opportunity to support an emerging brand was one of the key
reasons Weber Shandwick in Hong Kong wanted to work with MacauLand.
Also, much has been written about the growth of Macau's gaming market
over the last year, but not as much on its non-gaming industries.
The campaign focuses on three key points: First, that MacauLand
will do for residential property what the Sands (the major casino),
did for gaming in Macau; second, there is a striking similarity
between the development of Macau and Las Vegas - not only in gaming
but also in non-gaming sectors; and third, The Manhattan is the
first luxury residential property investment in Macau.
The complex will consist of 180 units spread over two towers, designed
by award-winning architects and interior designers, and will be
managed by Savills. Such focus on the "software" aspects
of property development in Macau is still a rarity. Other notable
features include fully-fitted kitchens with built-in wine refrigerators
and brand name appliances, a 25 metre pool and a club floor which
measures almost 30,000 square feet.
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Weber Shandwick was tasked to handle
media relations for Emirates' participation in the Malaysian
Open 2006.
|
Weber Shandwick in Malaysia began the year on a high with Emirates,
when it was tasked to handle media relations for the airline in
conjunction with its participation in the Malaysian Open 2006.
More than 120 Emirates business associates and select media were
invited to the Emirates hospitality marquee which overlooked the
18th green for the five days of competition.
The role of Weber Shandwick was to identify media opportunities
that could leverage and communicate Emirates' long standing global
support of amateur and professional golfing. Weber Shandwick carried
out several media initiatives: from one-on-one interviews; distribution
of daily photo stories; pitching to local media; and coordinating
the in-house newsletter editorial board.
On the first day, a media luncheon was organised for 15 editors
from lifestyle, sports and business publications. Invitations were
also extended to media to play in a Pro Am tournament, attend golf
clinics, and to attend the Emirates Golf Day.
Weber Shandwick was also responsible for ensuring that Emirates
was able to maximise branding opportunities on and off the green:
from positioning the cabin crewmembers, to obtaining TV coverage.
Weber Shandwick ensured the photographers were best positioned to
obtain optimum shots during the games including photos at the end
with the winner, South Korean, Charlie Wi and the cabin crewmembers.
Weber Shandwick was also tasked with providing twice daily updates
to the Emirates team in Dubai for their onward dissemination of
information to other markets that Emirates operates in. As such,
Emirates' coverage was received in the media beyond Malaysia.
Together with the support from Emirates in Malaysia and in Dubai—the
organising committee of the Malaysian Open (Parallel Media)—Weber
Shandwick was able to maximise PR opportunities for Emirates.
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The UPS inauguration ceremony resulted in
vast media coverage.
|
Corporate Voice | Weber Shandwick assisted their client, UPS with
the inauguration of The UPS Store in Mumbai, India.
CV | WS worked with the marketing and communications team of The
UPS Store to coordinate all details of the inauguration. A press
conference was organised at the store and electronic media and photographers
were invited to cover the event. A customer and supplier party was
held later in the evening to help develop relationships.
The inauguration generated 200 media clippings across India.
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