PR plan for MH Golfathon 2006

Outline PR CampaignDrafted by Anita Lai of Communications DepartmentMarch 23, 2006The following outline includes a recommended PR campaign to create awareness and support sales activities of the Mission Hills Golfathon 2006, focus in China and Hong Kong and throughout Asia. It will also cover some specific media outlets that reach US and European audience.BriefTo create & execute a comprehensive public relations campaign to handle all media relations and relevant event publicity for the Mission Hills Golfathon 2006.Identified PR Objectives❑To position the Mission Hills Golfathon as the ultimate amateur golf tournament for challenging 180 holes;❑To reinforce Mission Hills Golf Club brand and positioning as the only place in the world to host such a unique tournament format;❑To maximise publicity for the event through pro-active media relations and promotions;❑Build up excitement and anticipation of this unique event.The Proposed StrategyPhase 1: Building Awareness – April to May 2006IMPACT AND ATTENTIONKICK OFF CEREMONY ON APRIL 20, 2006ANNOUNCMENT OF PRESENTING SPONSOR AND SPONSORSLAUNCH OF GOLFATHON WEBSITEPhase 2: Continue Communications – June to July 2006NOISE SUSTAINING IN MAJOR MARKETSPLAYERS PROFILINGSPONSORS PROFILINGCOURSES REVIEW AND ON COURSE STRATEGIESPhase 3: Countdown – August 2006HYPE AND ANTICIPATION TO FINALTOP 100 PLAYERS LISTINGPhase 4: Final Tournament – September 2006EVENT AND POST EVENT EVALUATIONNote: PR Campaign for the Mission Hills Golfathon 2006 will be a combined effort between editorial outreach and advertising / barter deals covering print, TV and online platforms. A PR outreach timeline is attached for easy reference.Phase 1: Building Awareness – April to May, 2006This phase will start with proactive pitching to both long and short lead media to draw attention and ensure maximum awareness and coverage from ongoing news.1.1 Long Lead Sports and Lifestyle MediaThe overarching strategy will comprise of garnering review of 2005 and feature stories in monthly magazines / broadcast & online. Main objective is to hype up the event and generate widespread awareness. Pitching materials will include relevant photography, details for tournament / registration and directions to branded website etc.Email bursts will be sent to sports/news media re ongoing news. They will also be invited to represent media for participation in order to maintain momentum and build hype.Story Angles:∙Review of 2005∙New bonus offers and attractions∙“Iron Man” profiling∙Q & A’s with l ast year’s winners/ M H’s spokespersons/Sponsor’s spokespersons/ Overseas participants1.2 Media PartnershipsRegional and local media outlets tie-up - mechanics to be confirmed:1.3 Kick-off Ceremony on April 20, 2006Date: Thursday, April 20, 2006Location: Tournament Square, Shenzhen Clubhouse, Mission Hills Golf ClubExpected Attendance:∙Media – Golf / Sports media from China and Hong Kong∙Last years’ winners∙Sponsors∙Team China + Head Coach + Executive Coach∙AGA members + celebritiesObjectives:To announce the kick-off of Mission Hills Golfathon 2006 and to reinforce awareness of Mission Hills China as the only venue to host such a unique event;To strengthen brand awareness of both Mission Hills China and sponsors;To promote the Mission Hills Golfathon’s profile in terms of background and mission, format and date, bonus offer and sponsor’s alignment.Mechanics and Rundown:1015 Media and guests’ arrival1020 Kick off ceremony begins1023 Welcome speech and sponsor announcement by MH spokesperson #11028 Tournament details and background announcement by MH spokesperson #21035 Speech by Sponsors (x ?)1045 Speech by Team China / Celebrities / Last Year’s Iron Man1050 Photo opportunities: Guests of honor to officiate the rising of Golfathon’s flag1055 End of Ceremony1100 Lunch reception1230 Golf game – preview of final round at World Cup CourseTalking Points:❑Mission Hills Golfathon 2006 will be held from May to August 2006. Top 100 players will enter the final held in the World Cup Course in September 2006.❑The inaugural Golfathon was organized in 2004 to celebrate Mission Hills become world’s largest golf club in the Guinness World Record.❑Mission Hills is the only place provides players a chance to conquer 10 golf courses of different styles and conditions in one single tournament.❑Players are required to finish nine qualifying rounds to compete for the final 100 seats and it is the best platform to test their skills and endurance.❑We also hope to promote international goodwill through Golfathon as it will attract many overseas golf fans to join the event.❑This y ear’s participants will be able to enjoy more bonus offers and exciting prizes sponsored by renowned brands.❑We look forward to more record-breaking moments by the “Iron Men” among the participants.Phase 2: Continue Communication – June to July 2006This phase will carry on with pitching efforts focus on noising sustaining in major markets.Story Angles:∙Tournament’s interesting statistics∙“Iron Man” / various players profiling∙Sponsors profiling∙Courses review and on course strategies∙Q & A’s with MH’s spokespersons / Sponsor’s spokespersons / Celebrity’s players∙Tracking of Team China’s results∙Photo releases on interesting golfing momentsPhase 3: Countdown – August 2006Four-week countdown communications tactics are to be implemented via in house and online channels to remind participants to catch up. Top 100 players list should be updated more frequently to increase hype and anticipation to final.The Communications team will continue to research story angles according to ongoing event developments.Phase 4: Final Tournament – September 2006Detailed plan to be provided no later than July 31, 2005。