Maximizing the impact of AWIC and build the image of Australia as a trusted business partner in the Australia Week in China.



The biggest challenge for MSLGROUP China was to prepare and execute 90 events held simultaneously across 4 cities in 1-week time with less than a month of preparation. This was the biggest event held by Austrade in China, thus it involved unprecedented uncertainties and last-minute decision making that both MSLGROUP China and Austrade handled effectively.



Executive Driven – To raise the profile of Australia by leveraging highly influential political figures: 4 exclusive interviews with ministers and 29 high-level interviews with Australian officials have been conducted.

Event Driven – To promote Australia’s strong bilateral relations with China by featuring highly impactful events: 9 high-level events in four cities were selected including media partnerships, profile interviews, group media interviews and senior level media engagements. In addition, 9 releases were drafted and distributed to enlarge the media exposure of AWIC.

Industry Driven – To demonstrate Australia’s capabilities across a range of areas by exposing various industry focused events: 5 industry focused events selected, 8 media interviews conducted, and 5 releases were drafted and distributed across over 300 media in China.



MSLGROUP China has successfully delivered all media activities for the selected events and received mass media exposure that greatly amplified AWIC ‘s image as a trusted influential business partner with strengths in key industries.

468 reports and stories have been generated by mainstream, national and local media, business and trade media, including Xinhua News, China News Service,, Sina and Tencent, as well as Caijing, Bloomberg Weekly, China Business News, National Business Daily, etc. All reports have been widely reprinted by key influential online portals with a total PR value of 8,973,602 RMB.