CLIENT

Noble Group-GruppeM Racing

EVENT

The Noble Group-GruppeM Racing team was set up with the sole aim of becoming the first ever Hong Kong team to take part in the world’s greatest endurance race, the Le Mans 24 Hours.

Spearheaded by Hong Kong racing driver Matthew Marsh, the team was backed by two Hong Kong-based multinational companies, Noble Group and the William E Connor Group, and the Chinese-owned GruppeM Racing team based in the UK.

Noble Group-GruppeM Racing was formed in April 2005 with the intention of campaigning in a series of endurance races in Europe, the US and Asia in an effort to secure an invitation to race at Le Mans in June 2006.

THE BRIEF

To handle PR on behalf of Noble Group-GruppeM Racing on a local, regional and worldwide basis, beginning with the team’s formation through to the 2006 Le Mans 24 Hours. This would include planning and organising the team’s official launch party.

OBJECTIVES

1. To mount an innovative and resourceful PR campaign that would attract and sustain media and public interest.
2. To propel Noble Group-GruppeM Racing – and Hong Kong motor racing – into the global spotlight.
3. To capitalise on the widespread public interest and gain maximum exposure for the team and its sponsors.

TOOLS

Due to its vast experience in sports media and its extensive networking, Two Up Front had built up a worldwide distribution list of more than 1,800 motorsport media contacts – in newspapers and specialist magazines, terrestrial and satellite TV, radio and new media. It was also decided that press releases would be distributed in English and traditional Chinese in a determined effort to reach out to Hong Kong and Taiwan’s significant Chinese-language media and that, when appropriate, releases would also be translated to simplified Chinese for the mainland China market.

PR CAMPAIGN

This began on 20 April 2005 with the first press release – containing quotes from Matthew Marsh and leading sponsors – announcing the formation of the team and its goal of competing at Le Mans. A supplementary release about the Le Mans race, containing historical facts and figures, was also distributed.

Over the following weeks, the team was kept in the media spotlight with further new releases about support for the team from former Le Mans champion Allan McNish and the Hong Kong Automobile Association, while feature stories about Matthew and team sponsor Chip Connor, of the William E Connor Group, were also distributed and published. Further publicity came with the announcement that Hong Kong-based driver Darryl O’Young would be one of Matthew’s co-drivers.

Official Team Launch: On 24 June, Noble Group-GruppeM Racing was officially launched with a press conference and VIP cocktail party at one of Hong Kong’s trendiest nightspots, “1/5”. Almost 50 media personnel attended the press conference – the highlight of which was the unveiling of the team’s Porsche GT3 RSR racing car outside the venue. The car remained on display for the duration of the cocktail party, which was attended by almost 300 guests, including sponsors, sports personalities, leading socialites and key figures from the world of business and commerce. The event attracted widespread coverage on the evening television news and in the next day’s print media.

Two Up Front planned, organised and executed the press conference and VIP cocktail party. This included: invitations to the media and VIP party guests; securing the venue; overseeing F&B arrangements; arranging police and local government permits for the racing car to be brought to and parked outside the venue; overseeing delivery of the car and arranging security; overseeing venue set-up, including seating, lighting and light show, video screens, sound and press conference backdrop; writing and producing bilingual (English and Chinese) press packs that included press release, driver profiles, car specifications and a CD-ROM of photographs; providing a celebrity MC and interpreter; providing and briefing the event photographer and videographer; and staffing the reception area to welcome guests.

The following month, Two Up Front maintained the PR campaign by issuing press releases and photographs from the team’s test drives at Snetterton circuit in the UK and subsequent appearances in high-profile endurance races in Italy (Monza), the UK (Silverstone) and Germany (Nurburgring).

Media trip to Zhuhai International Circuit: On 23 October 2005, Noble Group-GruppeM Racing took part in an FIA GT endurance race at Zhuhai in southern China. Two Up Front arranged and supervised a day-long press trip for 15 selected sportswriters and photographers to attend the race as guests of tyre manufacturer Michelin Motorsport, see the team in action and speak to the drivers. Two Up Front organised press permits and VIP passes, arranged transportation from Hong Kong and ensured access to key areas of the circuit. The press trip resulted in outstanding media coverage.

Car display and driver autograph session: On 8 December 2005, the team’s car went on display inside Hong Kong’s newest and most prestigious shopping centre, IFC Mall, with drivers Matthew and Darryl on hand to sign autographs for fans. Two Up Front sent out personalised media notices, resulting in widespread newspaper coverage and a tremendous turn-out from the general public, who were keen to meet the drivers and see the car.

The PR campaign continued in January 2006 with a press release announcing Hong Kong racing legend Charles Kwan would be coming out of retirement to join the team as co-driver.

Eventually, Noble Group-GruppeM Racing was unable to secure an invitation to the Le Mans 24 Hours, but Matthew’s performances for the team and his increased international profile saw him invited to join a top team in another of Europe’s great endurance races, the Nurburgring 24 Hours in Germany. Following the race, Two Up Front wrapped up the PR campaign on a high note with a press release announcing that Matthew, sharing a Porsche with three German drivers, had finished 10th overall out of 220 cars and second in his class.

SUMMARY

The Hong Kong Le Mans project resulted in more than 230 newspaper and magazine stories in Hong Kong alone, with thousands more mentions in regional publications. Further, the campaign resulted in several hundred articles on international motorsport websites.

CLIENT

Parallel Media Group

EVENT

The UBS Hong Kong Open, one of Asia’s oldest and most prestigious golf tournaments. It has been staged annually at the Hong Kong Golf Club since 1959.

In the summer of 2005, international bank UBS signed a four-year agreement to become the Open’s new title sponsor and immediately announced a 50 per cent increase in total prize money to US$1.2 million for the 2005 tournament. In 2006, prize money was raised again, to US$2 million, and stood at US$2.5 million in 2008 and 2009.

THE BRIEF

To handle PR for the 2006 UBS Hong Kong Open – to be staged at the Hong Kong Golf Club from 16-19 November – on a local, regional and worldwide basis.

To be responsible for media management – including accreditation and ensuring media attended the launch press conference, the pre-tournament player interviews and the tournament itself.

To staff and run the on-site media centre for the week of the event.

During tournament week, to organise player interviews, including press conferences and any requested one-on-one interviews.

To write, design and produce the official souvenir programme, daily tournament newsletter and daily score sheets and draw sheets.

To organise, compile and deliver to the client a comprehensive media clippings report.

OBJECTIVES

1. To mount a wide-ranging and effective PR campaign that would sustain media and public interest from the launch press conference on 3 October through to the end of the tournament on 19 November.
2. To further propel the UBS Hong Kong Open into the global spotlight and to gain maximum exposure for the tournament and its sponsors.
3. To ensure maximum attendance of print, TV, radio and new media journalists at all UBS Hong Kong Open events, including the tournament itself.
4. To run an efficient, user-friendly and state-of-the-art on-site media centre.
5. To publish a top quality souvenir programme that would reflect the growing stature of the tournament under UBS’s title sponsorship agreement.
6. To publish a readable and useful daily newsletter for fans attending the event.

TOOLS

Public relations: With its extensive experience of working with sports media, Two Up Front had compiled a worldwide distribution network of more than 2,000 golf media contacts – in newspapers and specialist magazines, terrestrial and cable TV, radio and new media. All press releases would be distributed in English and Chinese.

Media management and media centre: Two Up Front’s extensive network of media contacts – especially its close working relationship with local and regional sports journalists – would ensure high numbers and high quality media attendance at UBS Hong Kong Open events. In addition, Two Up Front retained highly capable and knowledgeable multilingual staff with extensive experience of running sports event media centres.

Publications: Two Up Front project director Simon Wait and editorial director Niall Donnelly had previously worked on a string of top quality sports magazines and souvenir programmes, and they would use that experience to turn the UBS Hong Kong Open programme into a must-have keepsake.

PR CAMPAIGN

This began on 3 October 2006 with the UBS Hong Kong Open launch press conference at UBS headquarters in Hong Kong at which the first five star players – defending champion Colin Montgomerie, Major winners Retief Goosen and Michael Campbell, Asian Tour Order of Merit leader Jeev Milkha Singh and Chinese No.1 Liang Wenchong – were confirmed for the tournament.

Two Up Front produced the dual-language media packs that included press release, player biographies, tournament fact sheet and a USB flash drive of photographs. In addition, Liang Wenchong was present at the press conference to give media interviews and provide a photo opportunity with the UBS Hong Kong Open trophy.

Between the launch press conference and the beginning of tournament week on 13 November, Two Up Front released a steady stream of press releases that included: news stories about the respective European and Asian Tour Order of Merit battles; player confirmations (including top stars KJ Choi, Nick Dougherty, Miguel Angel Jiménez and Paul McGinley); and updates on how players confirmed for Hong Kong were performing in other tournaments in Europe, the US and Asia. Many of the press releases were supplied with photographs.

In addition, on Two Up Front’s recommendation, organisers invited the Hong Kong Open’s inaugural champion, Asian golfing legend Lu Liang Huan – known to all as "Mr Lu” – to attend the tournament as guest of honour. Mr Lu, winner in Hong Kong in 1959 and 1974 and, famously, runner-up to Lee Trevino in the 1971 British Open, accepted and travelled from his native Taiwan to be honoured at the UBS Hong Kong Open Gala Dinner and to play in the pre-tournament pro-am.

At the start of tournament week, Two Up Front arranged for several of the star players to meet the media and give press conferences in the media centre before the tournament began. These included Colin Montgomerie, Retief Goosen, Michael Campbell, Jeev Milkha Singh and KJ Choi.

From the beginning of tournament week, between one and three press releases were sent out daily, beginning with tournament previews. After each day’s play, Two Up Front sent out a general round-up of play, plus other stories featuring low rounds, marquee players and exceptional achievements (such as a hole in one). All press releases were accompanied by "live” branded photographs supplied by official photographers.

During the tournament, Two Up Front liaised closely with players to ensure media were given every opportunity to conduct interviews. Each day, Two Up Front staff escorted numerous players from the course to the Media Centre for post-round interviews, which were conducted in English, Cantonese and Mandarin by Two Up Front’s resident specialist MCs. When requested, Two Up Front also arranged, on behalf of key media, one-on-one interviews with selected players and representatives from UBS.

Immediately after the tournament, Two Up Front staff played a crucial role in the prize giving ceremony: helping with security, ensuring order among photographers and setting up photographic opportunities involving the winning player with the UBS Hong Kong Open trophy on the 18th green.

Following the prize giving, Two Up Front arranged post-tournament press conferences in the Media Centre involving the winner, Jose Manuel Lara of Spain, runner-up Juvic Pagunsan of the Philippines and Asian Tour UBS Order of Merit winner Jeev Milkha Singh of India.

MEDIA MANAGEMENT AND MEDIA CENTRE

The UBS Hong Kong Open official launch press conference was attended by more than 40 journalists from various Hong Kong and regional news organisations. The tournament itself attracted almost 200 journalists from around the globe.

The media centre was widely praised as one of the best on both the European and Asian Tours, with journalists and tour officials hailing the state-of-the-art facilities and Two Up Front’s friendly, efficient and knowledgeable staff. Two Up Front manned the media centre each day from 06:00am until the last journalist had left, usually after midnight.

PUBLICATIONS

The UBS Hong Kong Open official souvenir programme set a benchmark for other golf tournaments in the region. At 88 pages, it contained in-depth golf articles and player profiles – all printed in English and traditional Chinese – plus European and Asian Tour statistics.

Central to the programme’s appeal was a lavish, 24-page hole-by-hole guide, illustrated with spectacular pictures by a leading golf course photographer and digitally enhanced graphics from Two Up Front’s design department, complete with detailed liner notes supplied by Hong Kong Golf Club head professional Iain Roberts.

The dual-language daily newsletter, written and produced overnight and delivered to the course before 07:00am on each of the final two days of the tournament, contained news of the previous day’s play, scores, order of play and action photographs. It was an essential information tool for fans whether they were walking the course or following the action on the giant TV screen in the public village.

CLIENT

Hong Kong Rugby Football Union

EVENT

The Cathay Pacific/Credit Suisse Hong Kong Sevens – widely recognised as the best rugby sevens tournament in the world, combining exotic location with a festive, sell-out crowd and non-stop action over two-and-a-half days. The 2006 edition marked the tournament’s 30th anniversary.

THE BRIEF

To write, design and publish the 2006 tournament’s official souvenir programme and for it to be available to sponsors at least a week before the event.

OBJECTIVES

To produce a publication that would serve as both an essential guide to the tournament and as a long-lasting souvenir from a landmark event.

While keeping the programme up-to-date and full of information relevant to the 2006 event, to also incorporate an archive section looking back at the previous three decades of the tournament.

To meet an early deadline so that the programme could be distributed to sponsors and sold in the Sevens Shop, while still including last-minute information such as names and shirt numbers of the players in each of the 24 teams.

TOOLS

Two Up Front opted for the hugely successful dual-publication formula it had devised for the Rugby World Cup Sevens 2005, an event that was staged in Hong Kong.

An A4-sized, 100-page, glossy souvenir programme – packed with relevant information, team previews and feature articles – that could meet early deadline requirements and be available to sponsors.

A handy-sized, 64-page pocket guide – to be sold WITH the programme at the stadium – but with a later deadline. This would contain a goldmine of trivia, statistics, off-beat interviews and humorous articles. Crucially, it would also include fill-in scorecards so fans could write down results and the deadline would be late enough to include all the team line-ups.

PROGRAMME

Planning for the souvenir programme began in early December 2005, almost four months before the tournament, with the commissioning of articles from top rugby writers around the world. In addition, Two Up Front researchers, using a variety of sources that included newspaper and HKRFU archives, compiled a year-by-year history of the Sevens from the inaugural tournament in 1976 to the present day. Photographs were sourced from the HKRFU, local newspapers and freelance photographers.

The 2006 Sevens programme, delivered to the HKRFU some 10 days before the tournament, was widely praised as the finest in the event’s history. It contained a tear-out coupon that fans could redeem for the pocket guide upon arrival at the stadium.

COVER

This featured eye-catching black and silver lettering and photographs from past Sevens, reproduced in black and white to emphasise the tournament’s history and vintage.

The main photograph was a classic shot of the Barbarians in action during the 1981 Sevens, which they won. Overlaid were two film strips of photographs from down the years.

The only concessions to colour were the two International Rugby Board and tournament logos and the film strip photograph of Fiji’s Waisale Serevi and New Zealand’s Eric Rush in action – a subtle tribute to the two greatest players in the history of the Sevens.

HIGHLIGHTS

A 24-page "30 Years of the Sevens” section containing details of every past tournament, the covers of every official programme, trivia from the world of news and sport down the years, interviews with famous players and features about classic moments, all lavishly illustrated with vintage photographs.

Features on Sevens heavyweights England, Fiji and New Zealand by expert rugby writers from each of those nations.

An exclusive team-by-team guide written by world renowned rugby writer and IRB Sevens expert Nigel Starmer-Smith.

Easy-to-read timetables of matches and other attractions such as mini rugby and musical entertainment.

POCKET GUIDE

Planning for the pocket guide began in early January 2006, almost three months before the tournament, with the idea that "seven” should be a constant theme throughout the booklet. Production work began immediately after the tournament draw took place on 23 February, when the 24 teams were divided into eight pools and a schedule of matches was drawn up. The later deadline meant that printing could be delayed until just a week before the tournament, after all competing teams had submitted their final line-ups.

COVER

This was designed in the same style as the programme – black and silver lettering and classic black and white photographs from past Sevens – to emphasise the link between the publications. This time, the only colour photograph was of two spectators in fancy dress, underlining the point that the pocket guide was supposed to be fun, fact-filled and for the fans.

HIGHLIGHTS

A complete list of fixtures and kickoff times, from the opening match to the Cup final.

A 25-page section containing details of every pool and every team, including line-ups, fixtures and statistical information, with fill-in score brackets and standings.

"Seven Questions For…” – a series of quick-fire interviews with seven people involved in the tournament, from players to officials, staff to spectators.

"Extra Time” – a mine of information about what to do and where to go after the games had finished, including rugby-themed pubs, sight-seeing and interesting facts about Hong Kong.

SUMMARY

The Hong Kong Sevens programme and pocket guide were widely hailed as the best publications in the event’s 30-year history, with positive feedback from the HKRFU and International Rugby Board, sponsors, players and fans.