Briefing
EASTWEST Public Relations was appointed to support the launch of Chinese National Geography’s English Edition (中国国家地理), the first Chinese geography magazine to reach an international audience.
The launch included the planning and hosting of a launch party in Beijing on April 21st, 2009 and the organization and execution of a media tour of the Henan Province from April 22nd to April 25th, 2009.
Our Strategy
EASTWEST Public Relations worked to get CNGi noticed through implementing the following media relations strategy:
- Drafting and distributing the press release announcing the launch of the English Edition.
- Contacting local, regional and international media sending personal invitations for the launch party and the media tour of the Henan Province.
- Organising and conducting media interviews.
- Offering on-site media management at the launch party and media tour.
CNGi Launch at Dong Yuan Theatre in Beijing on April 21, 2009
Results
The campaign was yet again another success resulting in getting CNGi noticed by multiple media organisations nationally and internationally. Below is a summary of the results garnered:
- 25 media personnel representing over 20 media outlets attended the launch party hosted by EASTWEST Public Relations.
- 17 media personnel representing 12 media outlets attended the media tour planned and executed by EASTWEST Public Relations.
- EASTWEST Public Relations conducted 20 individual interviews with media personnel in addition to one exclusive interview and a group briefing.
The following list names a few of the media representatives who attended the CNGi launch events:
- Asia Media Journal
- Bangkok Post
- CCTV9
- Channel News Asia
- China Daily
- China News Agency
- City Weekend
- Kyodo News
- Shanghai Daily
- The Star
- The Wall Street Journal