1. Core submission document template Campaign Categories PR Awards is organised by Marketing magazine, a division of Lighthouse Independent Media Ltd. 2/F Connaught Harbourfront House, 35-36 Connaught Road West, Sheung Wan, Hong Kong Tel: + 852-2861-1882 Fax: + 852-2861-1336 www.marketing-interactive.com

2. Entry Details Please provide the following information: 1. Entry Category: Best PR Campaign – Media Relations 2. Name of Campaign: Marco Polo German Bierfest 2015 3. Name of Organisation: Marco Polo Hongkong Hotel 4. Name of Brand 5. Name of PR Agency NOTE: Any specific information or content intended for judging purposes only must be clearly indicated in Red, or highlight it in red. Marks may be deducted if the strict slide number of entry submission is exceeded.

3. Entry Video https://www.youtube.com/watch?v=qgFXfmE0fQw&feature=youtu.be

4. Event start date and end date: 12 October 2015 to 7 November 2015 (27 days) Target Audience and size: Locals, expats, tourists, beer lovers / ~45,000 guests Key Objectives: 1.Promote Hong Kong as a destination through organising mega entertainment event 2.Let target audience experience the legendary Oktoberfest vibe from Munich, Germany against the backdrop of iconic Victoria Harbour 3.Promote hotel brand awareness by hosting the outdoor Marco Polo German Bierfest as a big hit and signature event for the past 24 years Budget (HKD): 10 million Key Challenges: 1.Rapidly expanding competition Different kinds / scales of German beer festivals emerged in recent years. From September to November 2015, there are over 10 beer festivals in town, including Hong Kong Jockey Club’s Oktoberfest, BEERTOPIA, MGM Macau Oktoberfest, etc. Competitive rivalry and market pressure in the industry remain the key challenge to stand out from the competition. 2.New ideas to create news angle Being a signature event for 24 years, new and interesting stories are crucial to attract both online and offline media 3.Emerging impact of social media and influencers With the rapid emergence of social media and key opinion leaders, multi-channel public relations have to be integrated to reach the mass community Challenge (10%) Max. 1 slide A clear description of the business/brand consumer challenge that public relations was being asked to address. Any key statistics which help illustrate the scale of this challenge in more detail. Mandatory information to submit: Start date, end date, key objectives, target audience, budget and key competitors

5. Strategy (30%) Max. 2 slides – slide 1 A clear rationale of why you chose this PR approach. The core insight on which you focused your strategy. An outline of your message, along with creative and media thinking. How these were developed to be both distinctive and impactful. Mandatory information: Core strategy, campaign concept and creative rationale. Integrated approach of earned, owned, paid and shared media to maximise publicity and public engagement Maintained strong and effective media relations to generate more favourable free coverage through earned media Pitched the desired media by providing timely and interesting news through sending press release To arouse media interest by introducing new program including the first-ever “Prost and Win” lucky draw to win round-trip Business Class air tickets to Germany Hosted a private media night in which traditional media, online media and KOL were invited, aiming at gaining not only publicity, but also third party creditability Identified and emphasised the unique selling point of stunning Victoria Harbour view, traditional and authentic nightly performance from German band to every media to differentiate with other competitors EarnedOwned Shared Paid

6. Engaged digital influencers via multi-faceted media relations strategies With the rise of mobile and social technologies, we took advantage of multi-online platforms to engage and connect with digital influencers Used both owned media platforms and joint promotion partners’ platforms to the fullest Along with favorable relationship with HKTB, we partnered with their regional offices to launch online campaign to reach expats and travellers; arranged tours for overseas key influencers Managed various channels of website, facebook, Instagram, WeChat, twitter to maximise the overall effect in the digital world Launched a teaser on social media platforms before grand opening to arouse public interest Pictures speak louder than words. Photos featuring beer festival filled with exotic excitement, stunning views and traditional German beer and food were highlighted to the media Strategy (30%) Max. 2 slides – slide 2 A clear rationale of why you chose this PR approach. The core insight on which you focused your strategy. An outline of your message, along with creative and media thinking. How these were developed to be both distinctive and impactful. Mandatory information: Core strategy, campaign concept and creative rationale.

7. Execution – To engage the mass community through earned media, a VIP preview night was hosted on 16 October 2015 (Open to public on 17 October 2015) Over 200 Chinese and English media, bloggers, key opinion leaders, business partners were invited to join the preview night Traditional media: am730, Apply Daily, Metro Daily, Ming Pao, Cable TV, HK magazine, Business Traveller, SCMP, The Standard, Time Out Online media:U food, Next media, Headline Daily online, Sina, Styletips.com, Pattern (30%) Max. 2 slides – slide 1 - An overview of how your campaign/strategy was implemented - The different tactics/medium used within the programme - The roles of these different tactics/medium Being a signature event of Marco Polo Hongkong Hotels for 24 years, Marco Polo German Bierfest has long been a reputable festival in town. Joining the preview night allowed media to feel the festivities personally, and enjoy the stunning Victoria Harbour view (Unique Selling Point) to differentiate with other beer festivals in the market  gain more editorial coverage and feature stories Exclusive giveaway of pins and beer mugs to media  maintain relationship with media Bloggers review helped amplify the awareness and content through word-of-mouth strategy  reach our target audience online

8. Execution Enhanced exposure in online and print media by joint promotions opportunities Overseas exposures :  Facebook / WeChat campaign with HKTB Japan & HKTB Shanghai respectively, with hotel accommodation and entrance tickets as the prize campaign  Rooms and entrance ticket sponsorship for HKTB Singapore in return for event coverage Local exposures: Barter-ship with free newspaper Sky Post to draw attention from readers and reach their facebook fans Utilised paid media to amplify the brand awareness Advertisement across multiple platforms, both offline and online Star Ferry, Bus body, MTR poster on wall, iCable TV were selected to reach the locals hkclubbing.com, asiaxpat were selected to reach the expats Facebook advertisement to reach diverse target groups Made good use of owned / shared media to deliver message to target audience Use of viral marketing on our own social media platforms Visual content were mainly included to enhance engagement Free entrance giveaway on facebook fan page and WeChat account Messages were delivered on branded website and sister hotels’ social media platforms (30%) Max. 2 slides – slide 2 - An overview of how your campaign/strategy was implemented - The different tactics/medium used within the programme - The roles of these different tactics/medium

9. Results Significant numbers We had served: 55,800 liters of beer 26,220 pieces of pretzel 13,837 pieces of pork knuckle 3,290 liters of ice cream 2,663 kg of sausage 47,860 guests Revenue: 20 million (HKD) (30%) Max. 2 slides – slide 1 - The campaign’s bottom-line impact. - Notable changes to the stakeholders’ behaviour. - Clear evidence/metrics demonstrating the campaign’s performance. - A clear rationale as to why you believe this qualifies for a PR award.

10. Results Extensive media coverage – local and international media Media value: more than $1 million (HKD)  Local TV covered: Cable TV 為食情報局 and TVB 財經透視 Effective media liaison resulted in positive response among both local and overseas bloggers / KOL  A singapore bloggers got ~700 likes on a single message on Instagram Online metrics: 5,500+ facebook post reactions Online giveaway promotions received overwhelming success and participation (4,500+ participants) 1,500 reactions from joint promotions with HKTB overseas offices Significant recognition in town As the longest-running outdoor Oktoberfest in Hong Kong, Marco Polo German Bierfest became the most popular one among all other beer festivals It has been an annual highlight event to locals and expats in October every year (30%) Max. 2 slides – slide 2 - The campaign’s bottom-line impact. - Notable changes to the stakeholders’ behaviour. - Clear evidence/metrics demonstrating the campaign’s performance. - A clear rationale as to why you believe this qualifies for a PR award.

11. Supporting Visuals Max. 2 slides – slide 1 (optional)

12. Supporting Visuals Max. 2 slides – slide 2 (optional)