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Link to China Cases Sharing Global Famous Architectural Design Firm Populous 2011Oct-Nov

P1 2012 Copyright Link to China

Oct – Nov 2011 | PR CASE STUDY | Populous Architectural Design Firm In-depth Quantitative & Qualitative Chelsea Wang www.bizmonitor.org

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| | Content | Populous PR Case |

Introduction of Biz Monitor Page3 PR project leader profile Page 3 Project background Page4 Service Content and procedures Page5 PR Strategy Page5 Achievements Page6 News releases of the activity in Chengdu Page7 Media release of the activity in Chengdu (Part of the representatives) Page8 News releases of the activity in Shanghai Page21 Media release of the activity in Shanghai (Part of the representatives) Page23



Introduction of Link to China Link to China project is aiming to help you win public trust in China. We know China’s media well from overall study to individual communication. We know Chinese people well as our own are a part of them. We know your target audiences even better because we are continually learning, practicing and thinking about your business from the beginning. According to incomplete statistics, till the end of 2011, the mainland China has 9000+ magazines, 2000+ newspaper, 247 TV stations, 250+ radio stations, and 2.3 million websites. In such a media flood era, how to find the proper media to hit your target audience? Link to China will share with you our understanding of the Chinese media and the public without reservation, and help you find the best way of dialogue with China. Link to China Founder Profile

Chelsea Wang, who received a master of International Communication in Macquarie, Sydney, Australia with ten years’ experience of media production, copyright negotiation and business expansion, is the person in charge of Biz Monitor PR project. Her work refers to Internet information service, PR planning, media copyright, TV program Production and so on. She likes traveling and her personal blog is: http://blog.sina.com.cn/chelseawillkevin

Link to China Cases Sharing Global famous Architectural Design Firm Populous 2011Oct-Nov


Project Background On October 17, 2011, the president of the world-renowned architectural design firm-Populous and the architectural designer Ashley Munday were invited to participate in the 12th Western China International Economy & Trade Fair held in Chengdu, China and were asked to deliver relative keynote speeches in the "Eco-city and Green Building Summit Forum”. At that time, Populous business development manager came to me with the hope to seize the opportunities to promote the company and designers so as to cater for the future development of its business in China. The manager also said that Ashley Munday would be invited to communicate with the teachers and students of the Architecture and Urban Planning Institute of Tongji University in Shanghai on November 1, 2011 on the theme of "Cities with continuous improvement - modern design and history coexist" and I would be also invited to participate in further publicity then. About Ashley Munday Ashley was the Principal in charge of Populous global Masterplanning and Urbanism Studio. Before Populous, he created the masterplanning and urban architecture group at Allies and Morrison where he spent 8 years undertaking significant masterplanning, regeneration and public building projects. There, he was leading the Masterplan design for the two largest urban development projects in London: one is the London 2012 Olympic Park Masterplan which helped London to win the bid; the other one was the Brent Cross Cricklewood Masterplan by a private developer. He has also worked extensively around the world and often in emerging markets. His travel experiences empowered him in understanding the local context and culture. When working for Populous, Ashley worked more extensively around the world, in charge of the 2014 Nanjing Youth Olympic project and some other projects in middle-east and North Africa. Ashley is trained as an architect with a strong interest in the development and evolution of cities, as well as the fundamental role and contribution of architecture to the urban fabric. A number of his other previous projects reflected this, including the successful competition for Elizabeth House whilst at Allies and Morrison. In terms of architecture, Ashley is interested in all forms of buildings from very big to very small - having designed anything from a large Russian City to a small beach house through to a power station and a football stadium - and the design of infrastructure and how it can integrate into the public realm. Overarching all of this is his deep interest in the evolution of cities and the role and responsibilities of architecture and landscape in an urban and strategic context. In particular, Ashley is interested in social infrastructure and the way it can act as a catalyst for vibrancy and regeneration within city fabric. Beyond his passion for architecture, Ashley has a love of travel and different cultures. Twice, he has taken more than a year to travel around the world from India, to South America to the Middle East and Asia. These experiences of many places and their people have shaped Ashley’s attitude to life as well as given him endless inspiration as an architect. His experience of diverse parts of the world have allowed him to form a strong respect for the roles of nature and landscape as well as a deep interest in what defines a sense of place and a sustainable city. Beyond travel Ashley enjoys the surf and the sea as well as cooking and mountain trekking having once trekked to the base of Mt. Everest in Nepal.



Service Content and Procedures 1. Know Populous business and its direction of development in China, including its focus cities of development and main clients classification; 2. Know the purpose and budget of this publicity of Populous in China; 3. Make proper media promotion plan and service within the budget according to the purpose; 4. 50% of the service fee will be charged in advance after both signing the service agreement; 5. The other 40% will be charged when half of the project has been done; 6. The rest 10% will be charged when the project is done and project summarization is handed in.

PR Strategy 1. Know clients’ core business and its target clients: Populous core business is to design main stadiums, public facilities and planning of cities and its target clients are main leaders of local government urban planning bureau, investment invitation office, tender office and large development companies of real estate. 2. Strategy of choosing media 2.1Choose media category The main sources of Populous clients’ daily information are local main party and city newspapers, local portal websites, news website controlled by the local main newspaper group, national finance portal websites, national main financial newspapers and their websites, architectural newspapers and magazines and vertical websites of architectural building materials. 2.2 Choose the local mainstream media Cooperate with the mainstream media to conduct regional promotion in Populous focus cities of development such as Chengdu, Chongqing, Wuhan and Shanghai so as to meet the target clients’ daily reading habits which is likely to generate affability. 2.3 Choose national authoritative media Select 1-2 national news portal sites and national news agency to issue a press release, which will generate a nationwide impact. Being able to issue a news release in a national authoritative media, especially media with a background of government, is a convincing demonstration to the clients of local government which fully embodies the extraordinary strength of Populous. 3. Strategy of the contents of news release:

3.1 Focus on the personnel An architectural designer is the soul of a building, so we must focus on the personnel while composing the news release. Through describing the splendid opinions of the president of Populous and the designer Ashley issued in Chinese top-class official activity(Western China International Economy & Trade Fair) and the high class academic workshop (Tongji University) and his personal understanding to the architectural design and planning of cities, to present an image of master designers with both professional knowledge and humane care. Comparing to other slavish introduction of companies’ performance, this appears more vivid and more likely to be accepted by the media and readers. 3.2 The news release with graphs has a much better effect than the one with only words does.



Achievements The two activities which the president of Populous and the main designers Ashley Munday were invited to during October and November, 2011 are respectively: 1. Western China International Economy & Trade Fair held in Chengdu on Oct. 17th where they delivered a speech in the "Eco-city and Green Building Summit Forum”. 2. Participate in the seminar -"Cities with continuous improvement - modern design and history coexist" with the teachers and students of the Architecture and Urban Planning Institute of Tongji University on Nov. 1st and delivered a relative keynote speech. The designers achieved soft publicity in the news release in the above activities and got the following advertising achievements: 1. Construct a high brand image for clients through issuing a news release in national portalsand websites of the national news agency; 2. Improve the client’s popularity in the target market through issuing a news release on local media of its main development area such as Wuhan, Chengdu, Chongqing, Shanghai and so on; 3. Issue a news release through government websites, which makes the government official in charge of urban planning assured to cooperate with Populous; 4. Release press in the websites of construction, building materials, design industry and so on to promote our clients’ reputation, and expand the relationship in the industry.

After 30 days promotion, the search result of Ashley Munday on Google rises from zero to more than 23,000,000 items now. See the figure:



News release of the activity in Chengdu Summary：

The president of the world-renowned architectural design firm-Populous and the architectural designer Ashley Munday were invited to participate in the 12th Western China International Economy & Trade Fair held in Chengdu. In the "Eco-city and Green Building Summit Forum”, a splendid speech on the planning of energy in eco-cities—Green Magic-Turn trash into Energy was delivered which was highly praised by the participant and domestic and overseas counterparts. Munday’s Green Magic created a new generation of waste recycling and energy conversion center. Using a variety of zero-emission technologies, including bio-heat and other emerging cleaning technologies, waste will be turned into fuel which will integrate these buildings into the urban centers.

Full Text： Green Magic-Turn trash into Energy

—An interview with the famous architectural designer Ashley Munday

The president of the world-renowned architectural design firm-Populous and the architectural designer Ashley Munday were invited to participate in the 12th Western China International Economy & Trade Fair held in Chengdu in October 17th. 2011. In the "Eco-city and Green Building Summit Forum”, a splendid speech on the planning of energy in eco-cities—Green Magic-Turn trash into Energy was delivered which was highly praised by the participant and domestic and overseas counterparts.

Construction low-carbon eco-city is an international development trend. During the 12th Five-year Plan, construction of green buildings in China will step into rapid development phase from enlightening phase. So, as key activity of the 12th Western China International Economy & Trade Fair, national leaders, famous domestic and overseas scholars, master designers of architecture and urban planning and representatives from other related fields were invited to discuss the sustainable development of eco-cities and green buildings on the "Eco-city and Green Building Summit Forum”. As a member of the delegation of the Sino-British Trade Association, The president of the world-renowned architectural design firm-Populous and the architectural designer Ashley Munday delivered a brilliant speech on the Forum.

Munday has chaired the design projects of a series of large-scale urban planning and construction of public facilities, among which, the overall development planning project of 2012 London Olympic Park helped London win the right to host the Games; another green trash power plant project building for Kereckwoods district in Brent Cross Center, west London, succeeded in turning waste into energy and provided household electricity and hot water for the buildings in the entire development area plus another 18,000 families. The latter one is also adopted in the successful cases of this speech.

The green environmental protection is not only just science or technology, but also an attitude towards buildings and cities. In this battle of defending human living space and physical and mental well-being, Munday thinks the architectural designers should burden reasonable duties to design real green and ecological buildings and space environment rather than just blindly adopt some so-called green technologies which will be turned out to consume more energy than ordinary buildings by ten or even more times finally. He believes that instead of spending a lot of money using expensive active energy-saving green technology, the passive energy-saving technologies should be adopted such as natural ventilation and lighting. Several years ago, while designing the renewal program in the center of Doha in Qatar, Munday adopted the local ancient Arabian indoor cooling methods with natural wind by adding wind outlet on the roof of every building. Simply adjusting the architectural design can save 30% to 40% of the air conditioning energy consumption.



Under the background of an increasingly emerging global energy crisis, the green trash power plant project in west London introduced by Munday in the Western China International Economy & Trade Fair is an undoubted solution to the economic sustainable and green environment protection at the macro level, which can solve the challenges faced by fast-growing cities:

1. Scarcity of urban land resources. We cannot endure the cost sacrifice precious land resources to bury trash any more. 2. Urban trash management. 3. Energy crisis. 4. Natural environmental protection.

Trash recycling and power plants tend to remind people of a pungent burning smell and the bleak gray suburban plants. Munday’s Green Magic created a new generation of waste recycling and energy conversion center. Using a variety of zero-emission technologies, including bio-heat and other emerging cleaning technologies, waste will be turned into fuel which will integrate these buildings into the urban centers. In addition, Munday wanted the project to be open to the public from the beginning, making it an educational window of the green building and technology of sustainable development. Now it has become the most innovative local landmark.

The speech and cases Munday has given in the Western China International Economy & Trade Fair are refreshing. As he mentioned: the city has never been a still topic which has the past, presence and the future; meanwhile, urban planning should not be a still work as well which should be regarded as a carrier and include a variety of possibilities, connect the past and the future, and contain the change. All great cities have interior flaws while the urban planning should allow these possibilities. A city will never be crafted overnight perfectly, but should be continuously improved and cultivated.



Media release of the activity in Chengdu (Part of the representatives)

Website： chinanews.com

Site Intro： A news portal website of top 100 in China as well as a provider of original Chinese news information on global Internet

Category： News Portal Major Coverage：

Whole China

Date： 2011/10/19 Words： 1247(Chinese)

Headline： Turn trash into energy--The famous designer will use Green Magic to construct Eco-city.

Link： http://www.chinanews.com/life/2011/10-19/3399445.shtml



No2: Reported by Hexun.com

Website： Hexun.com

Site Intro： China's earliest and largest finance portal, one of the top 100 websites in China.

Category： Finance Major Coverage： Whole China



Link： http://news.hexun.com/2011-10-19/134351097.html



No3: Reported by Chongqing Newspaper Group

Site Intro： A mainstream portal website in Chongqing hosted by Chongqing News Group


Chongqing City



Link： http://news.cqnews.net/html/2011-10/19/content_9255893.html



No4: Reported by Chongqing Morning Post

Website： cqcb.com

Site Intro： A local mainstream official website in Chongqing hosted by Chongqing Morning Post


Chongqing City


Headline： Turn trash into energy--The famous designer will use Green Magic to construct Eco-city

Link： http://www.cqcb.com/cbnews/instant/2011-10-19/31896.html



No5: Reported by bmlink.com

Website： bmlink.com

Site Intro： China’s best portal website of Building Materials Industry

Category： Building Industry

Major Coverage：

Whole China



Link： http://www.bmlink.com/news/message/353369.html



No6: Reported by workcn.cn

Website： workercn.cn

Site Intro： A website with a background of government


Whole China



Link： http://big5.workercn.cn/firm.workercn.cn/c/2011/10/19/1813978086.html



No7: Reported by Changjiang News Group

Website： cnhan.com

Site Intro： A regional news portal website in Wuhan hosted by Changjiang News Group


Hubei Province


Headline： Future City Planning: Turn trash into Energy

Link： http://news.cnhan.com/content/2011-10/19/content_1335964.html



No8: Reported by Chengdu Daily

Newspaper： Chengdu Daily

Newspaper Intro： A mainstream daily newspaper with the largest circulation 600,000 and impact in western China hosted and managed by Chengdu Daily News Group.

Category： Local daily news

Major Coverage：

Sichuan Province


Headline： Construct a waste-to-energy conversion center

Epaper Link： http://e.chengdu.cn/html/2011-10/18/content_270435.html



No9: Reported by scnews.newssc.org

Website： scnews.newssc.org

Site Intro： News portal in Sichuan Province hosted by local government


Sichuan Province


Headline： Green Magic: Turn trash into Energy-- An interview with the famous architectural designer Ashley Munday

Link： http://scnews.newssc.org/system/2011/10/19/013340191.shtml



No10: Reported by dichan.sina.com.cn

Website： Sina.com.cn

Site Intro： It is China’s largest news portal website with an average daily access of more than 100,000,000.


Whole China


Headline： Green Magic—Construct new eco-cities

Link： http://news.dichan.sina.com.cn/2011/11/25/409917.html



No11: Reported by www.qq.com

Website： Sichuan district channel of www.qq.com- cd.qq.com

Site Intro： One of China’s national largest news portals with an average daily access of more than 100,000,000.

Category： News Portal Category： News Portal

Date： 2011/10/19 Date： 2011/10/19

Headline： Eco-city and Green Building Summit Forum

Link： http://cd.qq.com/a/20111019/000147.htm



No12: Reported by Sichuan Daily

Newspaper： Sichuan Daily

Newspaper Intro：

The most authoritative comprehensive newspaper in Sichuan hosted by Sichuan Daily News Group with a circulation of more than 400,000.

Category： Local daily news Major Coverage： Sichuan Province


Headline： Green-Eco: Voice of the World & Action in Sichuan

Epaper Link： http://sichuan.scol.com.cn/dwzw/content/2011-10/18/content_2979417.htm?node=968



News release of the activity in Shanghai Summary： On November 1, 2011, the president of the world-renowned architectural design firm-Populous and the architectural designer Ashley Munday were invited to communicate with the teachers and students of the Architecture and Urban Planning Institute of Tongji University on the theme of "Cities with continuous improvement - modern design and history coexist". Munday’s demonstration speech was praised for several worldwide architectural designs and planning project performed by himself in the past decade. Munday thinks that every city has its own geographical sense, as well as existing urban conditions which determined the local culture and life style. Urban planning needs to keep the features of its environment, cultural and history so as to establish a solid foundation for the future

Full Text:

Continuously improved city – Modern design coexists with history --An interview with the famous architectural designer Ashley Munday

On November 1, 2011, the president of the world-renowned architectural design firm-Populous and the architectural designer Ashley Munday were invited to communicate with the teachers and students of the Architecture and Urban Planning Institute of Tongji University on the theme of "Cities with continuous improvement - modern design and history coexist". Munday’s demonstration speech was highly praised for his several worldwide architectural designs and panning projec.

Munday thinks that every city has its own geographical sense, as well as existing urban conditions which determined the local culture and life style. Urban planning needs to keep the features of the environment, cultural and history so as to establish a solid foundation for the future. Munday applied his design philosophy in a series of large-scale urban planning and construction of public facilities he presided, among which, the overall development planning project of 2012 London Olympic Park helped London win the right to host the Games. Comparing to the well prepared bid Declaration of Paris, the design team led by Munday worked closely with the government and planned for the development and transformation of the old eastern London. The main theme of their bid for the Olympics is: clarifying the lack of the city and what kind of impact the Olympic legacy will bring to the city. Major sports facilities should not be isolated to sports park but integrated with the public’s daily work and life. They should be regarded as a kind of large public buildings, or social welfare infrastructure to serve the surrounding community not just to serve major events. This unique concept impressed the Assessment Committee deeply and became the key to the success of the London bid for the Olympics. During the past 20 years, China has bid and organized many international events from the individual events to large-scale sports event, therefore a large number of high level competition venues have been constructed. However, meetingthe demands of short-term events is no longer the only purpose of the construction of venues. Such venues with high investment tend to locate in the new urban areas. How to effectively use these facilities to make long-term benefits for the local people's daily life? Munday introduced the case of Nanjing Complex Youth Olympic Village which caused extensive discussion among the teachers and students at the meeting. In 2014, Nanjing will host the second Youth Olympic Games. Nanjing municipal government wants to take this opportunity to plan and build a complex Youth Olympic City in Hexi New District. Early in the beginning of the design, Munday, with reverse thinking, recommended to consider the Youth Olympic heritage as a primary task. The target is to design a Youth Olympic City suitable for daily use and at the same time to meet the demands of the 2014 Youth Olympic Games which will last a few weeks. The project will cover an area of about 20 hectares



with a total construction area of about 500,000 square meters. It will be a sustainable ecological demonstration zone with low-carbon and energy saving features. The project will not only be the service and entertainment area for the Youth Olympic tournament, but also very close to the local people’s life. The speech and cases Munday has given in the academic workshop with the teachers and students of the Architecture and Urban Planning Institute of Tongji University are fresh. As he mentioned: the city has never been a static proposition which has the past, presence and the future; meanwhile, urban planning should not be a static thing as well which should work as a carrier and includes a variety of possibilities, connects the past and the future, and contains the change. All great cities have interior flaws while the urban planning in the design should allow these possibilities. A city will never be done overnight or perfectly crafted, but should be continuously improved and cultivated.



Media release of the activity in Shanghai (Part of the representatives)

Website： huanqiu.com

Site Intro： Top 100 websites in China hosted by Global Times as well as an international information-based website with nearly an average daily IP access of 20,000,000.


Whole China


Headline： An interview with the famous architectural designer Ashley Munday: To perfect the urban design needs coexistence of modernization and history

Link： http://china.huanqiu.com/roll/2011-11/2136020.html



No2: Reported by Jinghua Times

Website： jinghua.cn

Site Intro： The official website of the most influential newspaper in Beijing -Jinghua Times

Category： News Portal Major Coverage： Beijing City


Headline： Cities with continuous improvement, modern design and history coexist

Link： http://news.jinghua.cn/351/c/201111/02/n3521546.shtml



No3: Reported by China Business News Media

Website： yicai.com

Site Intro：

A professional financial news website hosted by China Business News Group. It is a domestic advanced financial website as well as a provider of important original financial information.

Category： Finance Major Coverage：

Whole China


Headline： Cities with continuous improvement, modern design and history coexist—An interview with the famous architectural designer Ashley Munday

Link： http://www.yicai.com/news/2011/11/1176855.html



No4: Reported by dian.sina.com.cn

Website： Dichan.sina.com.cn- Sina.com.cn

Site Intro： It is China’s largest news portal website with an average daily access of more than 100,000,000.


Whole China


Headline： An interview with the famous architectural designer Ashley Munday：It needs modern to coexist with history for perfecting the city design.

Link： http://news.dichan.sina.com.cn/2011/11/07/400368.html



No5: Reported by China architecture industry website

Website：建筑中国网- m6699.com

Site Intro： A website of architectural information with all the visitors who are architecture-related.


Major Coverage：

Whole China


Headline： Ashley Munday：It needs modern to coexist with history for perfecting the city design.

Link： http://arch.m6699.com/content-35705.htm



No6: Reported by www.21city.org

Website： www.21city.org

Site Intro： An urban planning industry portal website whose readers are most from city planning and operation field.

Category： Government Major Coverage：

Whole China



Link： http://www.21city.org/view-13491-1.html



No7: Reported by CHINA Real Estate Design League

Website： CHINA Real Estate Design League - sjlm.net.cn

Site Intro：

A website of Chamber of Real Estate of China National Federation of Industry and Commerce hosted by China Real Estate Design Union with the main visitors who engaged in real estate and design.

Category： Real Estate

Industry

Major Coverage：

Whole China


Headline： It needs modern to coexist with history for perfecting the city design

Link： http://www.sjlm.net.cn/2011-11/2011118101113.htm



No8: Reported by MSN From msn.huanqiu.com

Website： MSN Chinese network- msn.huanqiu.com

Site Intro： MSN portal website in China as well as a top 50 main domestic portal in China as well.


Whole China



Link： http://msn.huanqiu.com/china/roll/2011-11/2136020_2.html



No9: Reported by China Plan Net

Website： China Plan Net- zgghw.org

Site Intro： the current world largest Chinese portal of urban planning.

Category： Government Major Coverage：

Whole China


Headline： It needs modern to coexist with history for perfecting the city design.

Link： http://www.zgghw.org/html/guihuafangtan/zhuanjiafangtan/20111103/14808.html



No10: Reported by Free Architecture Report

Website： Free Architecture Report- far2000.com

Site Intro： Far2000 is a professional website of Chinese architectural design with a high popularity in architectural industry.


Major Coverage：

Whole China



Link： http://www.far2000.com/information/media/20111104/1104262O52011.html

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