The Campaign

Revitalizing a 150 years old Explosives Magazine site into a cultural hub, Asia Society Hong Kong (ASHK) was facing criticism even before doors were opened – unfavorable judgments include ruining the site’s historical value in the name of conservation and using it as the Society’s own private club. Tasked with both reputation management and awareness creation, a PR campaign was launched 7 months prior to opening. A phase-based approach started from the core – understanding the historic significance of the site, how it echoes with the mission of the Society, revisiting the actual revitalization efforts, talking to experts engaged, and development of a clear and comprehensive strategy that addresses myriad audiences. External works began with an architect’s meet-and-greet with journalists; student ambassador recruitment and training, lobbying workshops with concerned groups. Media walk-through led by heritage experts offered first-hand site experience and allowed candid communication. Exclusive tours for chief editors (top down approach) and in-depth features with specific media outlets built public anticipation, leading onto the opening day. We reestablished the society’s image as an educational and cultural center. An astounding 98% positive coverage worth over USD 2 million were attained. 7,000 Facebook likes and 6,400 visitors were recorded during first week.

The Brief

Righting the Wrongs - Assess, Understand and Uncover reasons for media and public allegations - Establish key messages and facts to address the issues - Maintain a two-way dialogue with media Media Relationship Management - Minimize and mitigate possible negative media coverage - Generating goodwill and credibility for the revitalization project Public Awareness and Interest - Create substantial positive coverage for the opening of the site - Redefine and reestablish a positive image of ASHK as an intellectual and cultural organization Criteria for Success: - Quantity and Quality of press coverage - Visitors’ number and public perception to the opening

Results

Our strategic PR campaign contributed to smashing cross-media exposure of ASHK and center opening. Politicians, business leaders, socialites and even former Chief Executives of HKSAR joined us on the special day. With over 100 journalists attending, ASHK was extensively covered on local and international printed, online and broadcasting media, generating over USD 2 million media value with prolonged coverage for over 6 months. Our approach effectively turned around perception: an overwhelming 98% coverage after campaign launch was positive. The site was publicized as an upcoming cultural oasis of the city. Over 6,400 visitors were recorded in the inaugural week with all tickets of inaugural events sold out. ASHK’s Facebook fans page attained over 7000 likes in the first week. Combining strategic publicity approaches targeting different stakeholders; we successfully turned a negatively perceived case with limited public awareness into talk of the town and a well-celebrated revitalization project.

Execution

Throughout first 3 months’ desk, site and stakeholder research, we sat with opinion groups at reality check workshops and developed key messages, FAQs and an information pack. Industry experts were invited as opinion leaders to address subject matters such as architecture, conservation, and culture; e.g. “batman” (bat expert) was identified to elaborate on a rare bat habitat onsite. Docent tours led by reputable experts or student ambassadors were arranged for concerned groups and media to witness the revived site and exchange views. An exclusive pre-opening media tour was arranged particularly for chief editors, a crucial step in turning around media perception top-down. Positive messages such as ASHK’s efforts in promoting Asian culture and engaging youth were actively discussed. Opening date (February 9) was decided, taking into consideration sensitive events such as Chief Executive Election, or other historic site’s happenings. Supplements and social media were utilized to boost public visiting figures.

The Situation

Asia Society Hong Kong, established in 1990, is a non-profit educational institute dedicated to furthering the understanding of Asian culture. In 2005, through a Land Treaty Grant, they attained usage rights for the Former Explosives Magazine (built mid-19th century by British army, and never opened to public) in Admiralty at a minimal fee and were tasked to revitalize it into a cultural hub housing the Society’s first permanent center outside US. Media sentiments towards heritage revitalization projects were hostile in general. 7 months into opening, the Agency was commissioned to turn around perception and generate awareness for the opening.

The Strategy

Proactively Unlock and Rebuild We adopted a preemption approach to engage various concerned groups, media practitioners, policy makers and heritage conservationists instead of merely responding to questionings. Messages were conveyed after establishing relationships with those groups. Story Telling and Anecdotes Realizing the initial media uproar was unjust; we built a platform to tell the full story. The project’s richness in historic significance served as the perfect ground for injecting life into the case – each site location has its inspiring fable and sentiment. We created a journey of transformation: both physical for the site and spiritual for the Society’s role. Connecting with the Audience As one of the most anticipated historic site openings in HK in recent decades, anticipation was created by phasing the communication: beginning with architectural story, then site history, revitalization efforts, site tour and cultural activities, delivered via: Social Media; Schools; Site Tours; and Media Walk-throughs etc.