1. Media Relations 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: Media Relations 2. Name of Campaign: Capitol Grand Hong Kong launch 3. Name of Organisation: LK Property Group 4. Name of Brand: Capitol Grand 5. Name of PR Agency: FleishmanHillard Hong Kong 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 http://video214.com/play/fnOfmE2pe4tPOY803Py6Fg/s/dark

4. Business Challenge: LK Property Group (LKPG), one of Australia’s premier luxury residential developers, were seeking to raise awareness of its flagship development Capitol Grand amongst potential buyers in Hong Kong. Capitol Grand is located in Melbourne and is the first six-star luxury residential and retail developments in Australia. While Australia is a popular location for property investment among Chinese investors, these investments are typically mid market apartments or modest properties for their children studying in Australia. Wealthy investors in Hong Kong and China tend to see New York and London as better destinations when investing in luxury properties. LKPG founder Larry Kestelman is a charismatic and highly successful serial entrepreneur with a significant media profile and personal brand in Australia. At the time Mr Kestelman had a low profile in Hong Kong and was largely an unknown entity in this market. In October 2015, when this campaign commenced, construction of Capitol Grand was a year away and completion was earmarked for the second half of 2017. For skeptical Hong Kong investors who have other options for making property purchases, it was critical to position the viability of purchasing an apartment at Capitol Grand. Campaign Challenge: The speed to market of this campaign from initial client engagement to execution was a short window - literally a matter of days. The LKPG team were planning to be in Hong Kong for a property showcase to high net worth investors and wanted to leverage the short window of their trip to Hong Kong to engage media in the region. The main spokesperson Larry Kestelman was available for a few hours during his stay in Hong Kong. Hollywood star Charlize Theron is Capitol Grand’s Brand Ambassador, which is a significant asset for promoting the development in the West and in Australia. In Hong Kong however, Ms Theron does not enjoy instant name recognition. In addition, given Ms Theron’s busy schedule she was unable to do any one-on-one media interviews and would only be available for 15 minutes for press engagements while she is in Hong Kong. Objectives: LKPG’s business objective was to promote Capitol Grand as Melbourne’s premier luxury-living lifestyle residence among potential investors based in Hong Kong. This increased awareness should contribute to sales leads and ultimately sales. Raise awareness of Melbourne’s status as “the most livable city in the world”. Position Larry Kestelman as a visionary and generate investor buy-in for his vision for Capitol Grand. Leverage the halo effect of Charlize Theron’s brand to add credibility, pedigree and visibility for Capitol Grand. Primary target Audience: High net worth individuals in Hong Kong Project Duration: 12 October-29 October 2015 Budget: USD 20, 000 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. Given the low media awareness and LK Property Group, limited recognition of Melbourne for luxury property and low awareness of Charlize Theron, the core insight was that we had a newsworthy story to tell but that our strategy needed to focus on cultivating and educating media so that journalists they bought into the newsworthiness and local market relevance of Capitol Grand’s launch. We prepared user friendly fact sheets on the property, real estate trends and biographies of key spokespeople and meticulously pre briefed key media to create the appetite for the story and enable journalists to convince their editors of the newsworthiness of Capitol Grand. In addition to the pre-briefing phase, based on our core insight, we selected a tactical approach of in-depth one on one interviews that enabled the LK Property Group CEO to delve into the detail of his credentials, Melbourne’s appeal as a City and make the casefor Capitol Grand as a premier luxury development. Effective Segmentation: It was vital to identify a number of distinct newsworthy themes and angles that would enable LKPG to tell the story of Capitol Grand in a multifaceted way, reaching their high net-worth target audience through different channels and with maximum impact. These themes would be used as a conduit to tell the story of Capitol Grand and it was critical that the key messages regarding the luxury development came through strongly. The specific themes were: Business Media: Larry Kestelman’s personal story, as a serial entrepreneur who came from humble beginnings and built an empire that spans property, sports and technology. Property Media: Real estate and property trends and insights, including the flow of funds from Asia to the rest of the world. Luxury, lifestyle media: Given the exclusive nature of the development and Charlize Theron’s involvement, there was an opportunity to excite and engage this media demographic.

6. 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. Leveraging the power of influencers: The traditional media landscape is constantly evolving and the emergence of bloggers and influencers is a compelling opportunity. Given the limited time we had available with Charlize Theron, 15 minutes, our strategy was to target influencers and bloggers who would not expect an interview with the actress but still generate the desired awareness and visibility of Capitol Grand’s Hong Kong launch.

7. Execution Business and Property Media Larry Kestelman completed six one on one interviews with a cross-section of Chinese language and regional/English language press. These interviews led to three distinct and prominent pieces in the South China Morning Post (Hong Kong’s leading English language paper), as well as four pieces in influential Chinese language titles Wen Wei Po, Ming Pao and MP Finance. These one-on-one interviews successfully highlighted our key messages, including the Hong Kong launch of Capitol Grand, sales recorded to date in Australia and detailed mentions of the specifications and luxury features of Capitol Grand. Our outreach also led to additional opportunities with Nikkei Asia Review (which generated post campaign coverage) CNBC Managing Asia, Asia Property, Bloomberg and China Daily. A majority of the face to face business media interviews took place at a showroom with renderings of Capitol Grand and visuals that brought the development to life for reporters. This exposure grew LKPG’s and Larry Kestelman’s profiles in Hong Kong and effectively positioned Capitol Grand as a viable investment option with our key target audience. (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

8. Execution “Press Call” A press call was hosted where key media would have the opportunity to capture images, video footage and sound bites with Hollywood actress Charlize Theron on the red carpet. The target audience for the press call was luxury, lifestyle media, influencers and bloggers. As Charlize Theron was only available for around fifteen minutes (which included the time needed for the CEO’s opening remarks on Capitol Grand) we had to be explicit in managing media expectations in that there would be a very limited time for Q&As. We only had time for five questions in total, and decided to survey the journalists who were attending to find out what they most wanted to know. The Q&A was managed efficiently by our MC and the 34 media and influencers who attended the press call were satisfied that their editorial needs were met. Charlize Theron’s attendance at the Capitol Grand launch and visit to Hong Kong was the central focus of the coverage by Hong Kong media with multiple Capitol Grand/LKPG mentions and branding. The press call generated 69 pieces of coverage. Hong Kong TV stations TVB news and i-Cable covered the press call along with key Hong Kong and Mainland China media such as Sina Hong Kong, China Radio International English and Apple Daily. Given the coverage generated by the online influencers, several international fashion and celebrity publications covered the press call including Vanity Fair, Huffington Post, People and The Daily Mail. Capitol Grand branding was prominent throughout the coverage and the press call also generated over 100 social media social media mentions and conversation driven by well followed social media handles. (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 The media coverage and public relations outputs for the campaign were significant and exceeded the client’s expectations. The campaign’s success is not measured by the coverage and social media output but rather how the PR campaign contributed to LK Property Group meeting its business objectives: To date, over 70% of Capitol Grand’s apartments have been sold, many to Hong Kong investors. LKPG saw a large increase in enquiries and website traffic from investors and agents based in Hong Kong. The PR campaign contributed to the successful launch of Capitol Grand in Hong Kong, which led to an increase in leads and sales from investors in the region. (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. Supporting Visuals Max. 2 slides – slide 1 (optional)

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