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 Pacific

  • Incorporated the media event into the ceremony for better event management and highlight the HK$3 billion investment to garner media interest

  • Responsible 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 Kong

  • Organized 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 media

  • Secured attendance of 43 journalists from 29 top tier local dailies, business media, financial newswires, IT press, telecom/data center trade media, TV/radio broadcasting media

  • Safely 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

  • The Agency Directory online coverage is now Portfolio

    Portfolio is a unique platform which combines the existing Agency, PR and Digital directories into one comprehensive, content and data rich showcase of agencies in Asia-Pacific. Easily browse, search and review agencies on key performance criteria, as well as their Creative Ranking.

    We hope Portfolio makes finding the right partner a little bit easier but we’d like to hear from you - simply select the feedback tab on the site and let us know want you think.

    The Campaign Asia-Pacific Team