Promoting the Brand of Southern District Public Relations Plan Reference Information Strategic Public Relations Group 18th Jul, 2014 Southern District’s Features – Culture、Arts、Recreation、Outing Green Tradition Arts Beach Countryside Culture Fishing Port Seafood Adhering to Southern District Tourism and Culture Festival 2013 To Promote Tourism and Regional Economy To Advocate Traditional Culture and Arts Strength Pass on Propel Expand 覓寶尋趣南山處 Treasure hunt @ Southern District • Know more about the history and traditional virtues of Southern District • Discover Southern District’s natural landscape and history •Explore another side of Southern District Treasure Hunt @ Southern District Pre-event media and public promotions： Media Kit + ｢10 + 1」 Discount Key Promotion：Literature Hunt @ Southern District Cultural Day 2014 @ Southern District Literary Trail Landscape Apps Prize Presentation Ceremony When You Meet Eileen Chang in 2014 “Chinese Life and Fashion”- Literature, Fashion and Body’s Triangularity Key Promotion：Fun City in Nature — 3 Dragons @ Southern District Other promotions：Feel the Energetic Southern District Green Southern District－ Eco-tour Forever Teresa Tang- Singing Contest 「點滴相傳」- Waterworks Monuments Photography Project Southern District’s Cultural Monuments Discovery Tour Southern District’s Folklore Green Tradition Beach Countryside Fly a Kite on National Day Dragon Boat Race @ Repulse Bay and Southern District Sports Day Fire Dragon Dance on Mid-Autumn Festival and CCTI Dinner Art Culture Port Seafood Pre-event Media & Public Promotions Promotion Materials Production: Treasure Hunt @ Southern District’s brand logo Produce recycled bags with the brand logo printed on them Quantity: 1,000pcs (A5) Pre-event Media & Public Promotions Promotion Materials Production: Produce memo pads with the brand logo printed on them Quantity: 500pcs Pre-event Media & Public Promotions Promotion Materials Production: Produce environmental-friendly pens with the brand logo printed on them Quantity: 1,000pcs Pre-event Media & Public Promotions Promotion Materials Production: Produce A4 files with the brand logo printed on them Quantity: 2,000pcs Pre-event Media & Public Promotions Promotion Materials Production: Produce notebooks with the brand logo printed on them Quantity: 1,000pcs Pre-event Media & Public Promotions Promotion Materials Production: Produce USB with the brand logo printed on it Quantity: 200pcs (1G) Pre-event Media & Public Promotions Media Kit Objectives: • Bring the event’s theme to media in a relaxing way, in a bid to attract media’s eyeballs and build a friendly relationship with them • Briefly introduce to media the project so as to inform them of the updates of Southern District Strategy: • Fabricate delicate Media Kit +｢10+ 1」Discount’s Press Release Targeted Media: • Feature, culture and parenting sections of major newspapers and magazines Option 1: Suggested Timeline：Early Aug Preview-use Media Kit includes︰ • Southern District Literary Trail’s handkerchief •Southern District special dish ingredient： Dried shrimp Option 2: Suggested Timeline：Mid-Sept Preview-use Media Kit includes︰ • Southern District Literary Trail’s handkerchief • Southern District special dish ingredient：Dry halibut power (As it needs times for production of dry halibut power, if it is confirmed to use it for the media kit, it is recommended to dispatch the media kit on the mid-Sept, and dispatch the discount’s press release on Late July or Early July. Pre-event Media & Public Promotions ｢10 + 1」Discount Objectives: • Encourage public involvement with the activities, plus attract media Strategies: • ｢10 + 1」Discount to attract the public’s active participation • Participants in over 10 activities would be treated with Southern District’s indigenous snack food for free • Participants can collect stamps from the reception counters at each activity, on first-come-first-served basis Propaganda Strategies: • Press Release • Facebook Pre-event Media & Public Promotions ｢10 + 1」Discount To arrange Southern District’s indigenous dishes and seafood in the menu Recommended Dining Locations Angeletti Restaurant (Stanley) (around $400/person) A small vintage Italian restaurant Quota: 20ppl ; each quota can bring one friend or family member to enjoy the meal Strategy: •Cultural Day 2014 @ Southern District Literary Trail (13th December) • Landmark Apps Prize Presentation Ceremony @ Southern District Literary Trail (13th December) • When You Meet Eileen Chang in 2014 (July-January) •“Chinese Life and Fashions”- Literature, Fashion and Body’s Triangularity (TBC) Promotional Direction With Literature as the main theme, Cultural Day 2014 and the Prize Presentation Ceremony will initiate Southern District Literary Trail’s following events in 2014. The aim is to strengthen the public’s knowledge of Southern District Literary Trail • Literature collectors’ sharing • Public art exhibits workshop for students and artists •The visually impaired/disabled dance the love of Eileen Chang • Literary composition classes •“Chinese Life and Fashions” clothing exhibition Cultural Day 2014 @ Southern District Literary Trail & Landmark Apps Prize Presentation Ceremony Literature Collectors’ Sharing • Invite literature collectors to share how they feel about the works of those literati at Southern District Literary Trail on the event day • Invite them to share their collections with media Media Angle: • How to bring up the interest of reading Literature • What is the value of collecting literature • Interesting story of collecting literature Targeted Media: Feature story in major newspapers and magazines Remarks: • The organization will invite literature collectors Cultural Day 2014 @ Southern District Literary Trail & Landmark Apps Prize Presentation Ceremony Public Art Exhibits Workshop for Students and Artists Objectives: • To attract media to release news before the event, and to attract the general public to attend the event Strategies: • Invite artists and students to create a large-scale exhibits with the theme of literature • Invite media to interview both students and artists Media Angle: • Using visual art to draw students’ interest to literature • The purpose of integration of visual art and literature • The relationship between modern art and electronic technology to enhance the expression of literary works • The creative spaces for text Targeted Media: Feature and Education sections of major newspapers and magazines Remarks: • We suggest inviting students to work with the artists to build the public art, which was proposed in the original event ideas • The organizers will invite students to participate in this activity When You Meet Eileen Chang in 2014 The Visually Impaired/Disabled Dance the Love of Eileen Chang • Invite dancers to instruct the visually impaired and disabled to illustrate Eileen Chang’s works through dancing, helping them to appreciate her works even though they cannot see the text • Invite media to interview the dancers and the visually impaired, disabled Media angle: • Dancing helps the visually impaired/disabled to learn literature • The visually impaired/disabled dance with positivity and creativity Targeted Media: Feature section of major newspapers and magazines Remarks: • Organizer to invite the visually impaired/disabled to participate the dance training and performance When You Meet Eileen Chang in 2014 Literary Composition Class • Nurture children’s interest in composition and literature by inviting composers to impart instruction on composition with literature as the key theme • Invite media to have interview with Composer and children Media Angle: • The relationship between literature and composition • How to attract the children to learn literature by composition Targeted Media: Feature and parenting section of major newspapers and magazines Remarks: • Organizer to arrange street performance for the student to present their work in order to attract the public “Chinese Life and Fashions”- Literature, Fashion and Body’s Triangularity “Chinese Life and Fashions” Clothing Exhibition •Exhibit clothing mentioned in “Chinese Life and Fashions “ in a bid to attract more people to come to visit • Invite media to interview clothing collection units and dancers Targeted Media: Feature and event sections of major newspapers and magazines Remarks: • The organizer to help to arrange venue and invite the clothing collection units to display the clothing for exhibition Fun City in Nature — 3 Dragons @ Southern District Strategic: •Fly a Kite on National Day •Dragon Boat Race @ Repulse Bay and Southern District Sports Day •Fire Dragon Dance on Mid-Autumn Festival and CCTI Dinner Sky Dragon Sea Dragon Geo-dragon Propaganda Direction Themed according to Southern District’s natural resources, Fly a Kite on National Day, Dragon Boat Races @ Repulse Bay and Fire Dragon Dance during the Mid-Autumn Festival will become the series point connecting all other activities. Discover Traditions Among Innovation • Traditional fire dragon vs. new fire dragon • Dragon boat graffiti • Traditional sky dragon making Fire Dragon Dance during Mid-Autumn Festival Objectives: • Let the new generation know more about Pokfulam Village’s Fire Dragon Dance • Encourage public participation Strategies: • Invite renowned artist or organization to guide students fabricating innovative fire dragon artworks • A battle between new fire dragons and traditional fire dragons in the form of performance at Mid-Autumn Festival • Invite media to interview artists and students Targeted media: Feature, education and design sections of major newspapers and magazines Remarks: • Advise the host to arrange Aberdeen Promenade as the venue for the storage of the new dragon • Advise the host to assist arranging students to join together the workshop for fabricating new dragons Recommended partner: Fotanian Open Studios : (TBC) The Fotanian Open Studio event brings together a vibrant community of artists and art lovers who transformed industrial lofts into art studios. With the migration of industries to the Mainland, our local creative have started to take refuge in the spacious lofts of vacant industrial buildings since 2000. Fotanian Open Studio Programme is a major annual event in the local art scene. Every year in January, artists throw open their doors in several consecutive weekends to welcome the general public. Visitors can freely explore the artists’ workplace and hear about their artworks and art-making techniques. Fire Dragon Dance on Mid-Autumn Festival & CCTI Dinner Last year, a dinner was successfully arranged at CCTI, so we suggest rearranging the “Chinese cuisine dinner” for this years’ Mid-Autumn Festival again. Objectives: • Attract different people to enjoy the fire dragon dance • To increase media exposure to talk about Pok Fu Lam Village fire dragon dance Strategies: • Invite media to preview and taste the food at CCTI on 2-3 weeks before the event • Use Southern District’s indigenous dishes and special about Mid-Autumn Festival as the theme Remarks: • The organizer arranges the dinner Dragon Boat Races @ Repulse Bay and Southern District Sports Day Objectives: • Let the new generation know more about the cultures of dragon boat • Attract public involvement Strategies: • Invite renowned illustrator, like Vivian Ho, to fabricate state-of-the-art dragon boat artworks, and to be exhibited at the venue •Art jamming on real dragon boats for the public and sailing experience in real dragon boats Targeted Media: Feature, parenting and event sections of major newspapers and magazines Remarks: • The organization should provide a dragon boat for Art jamming Ho Pok Yan, Vivian: A Post 90s born and bred in Hong Kong, Vvn is a young emerging painter and illustrator graduated from Wesleyan University last year. When she was still at school, Vvn accumulated rich exhibition experience. Part of her works are in private collections both overseas and in the Mainland as well as included in international art journals. Vvn loves capturing an authentic view of Hong Kong from common wet markets, where both slaughtering and butchering happen daily, through lively figurative oil paintings. Meanwhile, she is also keen on illustration creation, which is like a prose that captures the everyday life fractures of ordinary people, by using black humor in a maverick style. Through her works, Vvn wishes to spark off echoes while referencing her emotional attachment to the city in which she grew up . She is now a full member of Hong Kong Society of Illustrators and a lecturer at Hong Kong Design Institute. Dragon Boat Races @ Repulse Bay & Southern District Sports Day Objectives: • Promote the Southern District as a great place for beach games •Attract public involvement Strategies: • Invite media to release the news about competition training • We recommend that the organizer invites world famous athletes or groups to participate this event • Arrange media interview as well as photo shooting on-site Target Media: Feature, parenting, sports and event sections of major newspapers and magazines Fly a Kite on National Day Objectives: • Encourage public participation • Let the public know more about the traditional art of kites • Turn Southern District into a “Kite District” Strategies: •Invite kite experts to explain the history of traditional kites as well as the skills of making dragon kites 2-3 weeks before the event, in order to release the news before the event Media Angle: • Dragon kite making skills • Historical tradition of kites • Kite flying skills in the Southern District Target Media: Feature, parenting and event sections of major newspapers and magazines Remarks: • The organizer to invite the Chinese kite expert and to arrange the materials of dragon kite making Feel the Energetic Southern District! Strategic: •Green Southern District－ Eco-tour Forever Teresa Tang- Singing Contest •「點滴相傳」- Waterworks Monument 宣傳工具 Photography Project 發放新聞稿 •Southern District’s Cultural Monuments 發放新聞圖片 Discovery Tour 發放資訊 (Information Feeding) •Southern District’s Folklore Promotional Tools Press Release Release News Photos Information Feeding Green Southern District－ Eco-tour and 「點滴相傳」- Waterworks Monument Photography Project Strategies: 1. Press release for event’s registration 2. Invite media to attend Waterworks Monument Photography Project ‘s outdoor shooting activity and on that occasion, bring up the related content of the Eco-tour, hence attracting media to cover these two activities simultaneously Targeted media: Feature, parenting and event sections of major newspapers and magazines Event Schedule Event Time Table 1 「點滴相傳」- Waterworks Monument Photography Project Registration Date : 31st July Event Date: August-December 2 When Come Across Eileen Chang in 2014 Workshop Date: July-January Event Opening Day: 30th January 3 Fire Dragon Dance on Mid-Autumn Festival Event Date: 8th September 4 Green Southern District－ Eco-tour Event Date: September 5 Fly a Kite on National Day Event Date: 27th September 6 Dragon Boat Race @ Repulse Bay Event Date: 9th November 7 Event Opening Day: 13th December 8 Public Art Creation Project @ Southern District Literary Trail + Landscape Apps Prize Presentation Ceremony Forever Teresa Tang- Singing Contest 9 Southern District’s Cultural Monuments Discovery Tour TBC 10 Chinese Life and Fashion - Literature, Fashion and Body’s Triangularity TBC 11 Southern District’s Folklore TBC TBC Professional Team SCC Team Experience Vivian Fok Managing Director Veronica Li Account Manager • Miss Vivian Fok is SCC’s Managing Director, supervising corporate business development and overall operation. Making use of her expertise and rich experience in corporate communications and marketing, Vivian fully demonstrates her ability in brand building, event marketing as well as crisis management. • Served clients include many Hong Kong, Macau and Mainland multinational corporations. She possesses a sound knowledge of nowadays market trends and hence is able to provide concrete advice on marketing and corporate communications affairs. • Major in English with an Art degree, also specialized in Crisis Management with Master of Laws and Mediation background • • • • Specialized in handling large-scale events, e.g. SIGGRAPH Asia, AFA 2013 and HAF. Having served a vast diversity of enterprises, e.g. LG, PCCW, Watson’s Wine, etc. A rich project expertise and experience in handling large-scale prize presentation ceremonies, including MAMA2013 Has an extensive media network, in particular in personal stories, professions’ interview, celebrity page, IT and fashion perspectives Core Team Pam Leung Assistant Account Manager Tracee Wu Project Manager Great co-ordination skills Excellent social and coordination skills, with brilliant media contact techniques and mature customer services Experienced in governmental and neighborhood projects A rich project expertise Having served Microsoft, The Sincere Company Ltd, etc. • Highly experienced in projects including media relationship management, creativity and neighborhood Excellent social and coordination skills, with brilliant media contact techniques and mature customer services Key relationships with journalists, especially ， feature, celebrity and digital media areas Having served Southern District’s Council, Aberdeen Dragon Boat Races, MTR Malls, Hong Kong Disneyland and Hong Kong Tourism Board, etc. Thank You! Contacts Vivian Fok, Managing Director Veronica Li, Account Manager Tel| + 852 2114 4998 Tel| + 852 2114 4945 Email| [email protected] Email| [email protected]
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