UC RUSAL: Bridging Russia and Hong Kong - From Russia with Love

Enhance awareness of UC RUSAL in the investment community and among the general public

Promote the Russia-Hong Kong-China relationship and create goodwill towards Russia and Russian companies among the general public and the business community

Raise Hong Kong people’s interest in various aspects of Russia

Planning & Execution

A series of programmes via different carefully chosen channels to continuously engage audiences from different social strata and age groups

Launch various campaigns focusing on diverse aspects of Russia:

1. Published a guidebook in print and e-book versions. Subsequently, a nine-part radio programme on Metro Radio was launched. Also, a facebook contest, “Making Friends with Russia”, was launched

2. Launched “Evolution of Russia” TV series in October 2010 and “Hong Kong‧Moscow: Everyday Heroes” TV series in October-November 2011

3. Organised the “Russia in Your Eyes” Photo Contest. All winning and honourable mention photos were exhibited at Statue Square in Central during March and April 2012

4. Corporate social responsibility and contribution to society – the Five-Year Joint Education and Research Project with the Hong Kong University of Science and Technology

 UC RUSAL President’s Forum
 Student exchange programme
 Collaborative research

Effectiveness / Results

Achieve clear positioning of UC RUSAL as the industry leader and raised Russia’s and UC RUSAL’s visibility in the Hong Kong community and among investors

Wide recognition of UC RUSAL’s effort in enhancing its corporate transparency and promoting Russia in Hong Kong

Extensive media coverage were generated in Hong Kong

Increased interest in Russia among the general public

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The Campaign Asia-Pacific Team