Challenge

The challenge for MSLGROUP China was to prepare and execute media engagement in one week’s time. The goal was to announce the Global Dialogue with Australia’s fund CEOs interest in China. In addition, for China to understand Australia’s super system.

Solution

To raise the profile of Australia’s pension funds by leveraging highly influential super fund CEOs: 1 exclusive interview with 2 high-level Australian Superannuation CEO’s were conducted.

To promote Australia’s interest in China by featuring Australian Institute of Superannuation Trustee’s 2014 Global Dialogue: 23 events were held over a course of 8 days in Shanghai and Beijing with one group media interview, and one release was drafted and distributed to enlarge the media exposure of Australian Institute of Superannuation Trustees.

To demonstrate Australia’s capabilities across its super system by exposing the Global Dialogue: 1 media interview have been conducted, and 1 release was distributed to over 40 business media in China.

Results

MSLGROUP China has successfully delivered all media activities for the Global Dialogue and received mass media exposure that greatly amplified Australian pension funds image as a trusted influential business partner with strengths in key fund industries.

16 reports and stories have been generated by mainstream national and local media, business and trade media, including International Business Daily, The Economic Observer, Sina Finance, iFeng Finance, Sina Hong Kong, etc. All reports have been widely reprinted by key influential online portals with a total PR value of RMB540,911.