Reinvigorating China Unicom’s Local Love and Global ICT Leadership
A large-scale foundation stone laying ceremony was organized as part of a major launch campaign to unveil the China Unicom Global Center (GC) as the company’s first and largest ICT GC built outside of China, with the aim to:
Secure mass media coverage and generate mass in target media essential to communicate the company's international expansion plans and position China Unicom as a global ICT leader
Generate a robust domestic and regional media cycle on the company’s investment/growth in Hong Kong to demonstrate China Unicom's commitment to local community
Mitigate security and transparency issues that stigmatizes data centers run by state-owned Chinese companies
Planning & Execution
Our strategic planning and execution included:
Showcased the company's commitment to Hong Kong society as part of the broader campaign, highlighting that the initiative will create 200 job opportunities and further strengthen the city’s position as an ICT hub in Asia PacificIncorporated the media event into the ceremony for better event management and highlight the HK$3 billion investment to garner media interestResponsible for all aspects of layout design and bi-lingual content development for the GC’s sales, marketing and press materials (bilingual marketing brochure, sales presentation deck, promotional video, executive speeches, press release, factsheet, executive bios, briefing documents) Recruited and cultivated strong alliance with key stakeholders/partners including government officials and representatives from industry organizations to frame the story and create a chorus of celebratory voice to showcase China Unicom’s strong ties with key influencers and commitment to Hong KongOrganized and handled all logistical arrangement for 200+ guests in a construction site, requiring close liaison with the construction company and architectural firm As the event took place during Hong Kong’s hot and humid summer, notorious for black rain and typhoons, the team developed contingency logistics and media plans for the outdoor ceremony in the event of typhoons, heavy rainstorms and high heat
Effectiveness / Results
Smooth execution of the event that saw over 200+ guests attend including mediaSecured attendance of 43 journalists from 29 top tier local dailies, business media, financial newswires, IT press, telecom/data center trade media, TV/radio broadcasting mediaSafely landed positive regional stories via media pre-briefing and carefully managing the Q&A session Generated 120+ articles in print and broadcasting media, including TVB (51 sec), Now TV (49 sec), Cable TV (58 sec), Commercial Radio Hong Kong (26 sec) and RTHK (34 sec) Highly successful key message pull through and coverage tonality was overwhelmingly positive