INTERNET: Emaimai PR campaign goes to pitch

Asia's first global online auction site, Emaimai.com, is in talks with several PR agencies for a consumer and financial campaign to roll out in Asia and North America this summer. Forrest International, Hill & Knowlton, Newell PR, Ogilvy PR and Thematic Promotions are among the agencies which have been approached by the firm. The launch of the site will take place in Hong Kong, where the company is headquartered. Content will target the global Chinese community in simplified Chinese characters and English, accessing a single database through new software which is currently under development in San Diego. Collectibles, from Chinese antiques to baseball cards, will be sold on the site. The company is funded by a mixture of individual investors and two US venture capital firms. Indivi-dual investors include a consortium of corporate Hollywood backers, whose names will be announced closer to launch time. The unnamed individuals, said to come from some of the largest Hollywood studios, have also been made strategic advisers. The PR will be divided into a consumer side to target potential site users, and an investor relations programme aimed at the financial community. The firm's VP of marketing, Michael Geraghty, said a single agency may be selected for both the consumer and the financial work, but a two-agency model would be considered as specialist strengths are identified. "Across the two continents, the US financial market - being larger than that in Asia - will be key for the financial side, but the consumer campaign will be more important in Asia," he said. - The full story appears in MEDIA's sister publication, Asian PR News, available only by paid subscription. For details, call Ms Iris Tang at (852) 2577 2628 or email subscrib@media.com.hk.

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