Link to china case study populous

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

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

www.bizmonitor.org

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Copyright  Link to China. 2012

P1 2012 Copyright Link to China


| | 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
A news portal website of top 100 in China as well as a provider
Site Intro：
of original Chinese news information on global Internet
Major
Category： News Portal Whole China
Coverage：
Date： 2011/10/19 Words： 1247(Chinese)
Turn trash into energy--The famous designer will use Green
Headline：
Magic to construct Eco-city.
Link： http://www.chinanews.com/life/2011/10-19/3399445.shtml



No2: Reported by Hexun.com
Website： Hexun.com
China's earliest and largest finance portal, one of the top
Site Intro：
100 websites in China.
Category： Finance Major Coverage： Whole China

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



No3: Reported by Chongqing Newspaper Group
A mainstream portal website in Chongqing hosted by
Site Intro：
Chongqing News Group
Major
Category： News Portal Chongqing City
Coverage：
Headline：
Link： http://news.cqnews.net/html/2011-10/19/content_9255893.html



No4: Reported by Chongqing Morning Post
Website： cqcb.com
A local mainstream official website in Chongqing hosted
Site Intro：
by Chongqing Morning Post
Major
Category： News Portal Chongqing City
Coverage：
Headline：
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
Building Major
Category： Whole China
Industry Coverage：
Headline：
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
Major
Coverage：
Headline：
Link： http://big5.workercn.cn/firm.workercn.cn/c/2011/10/19/1813978086.html



No7: Reported by Changjiang News Group
Website： cnhan.com
A regional news portal website in Wuhan hosted by
Site Intro：
Changjiang News Group
Major
Category： News Portal Hubei Province
Coverage：

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
A mainstream daily newspaper with the largest circulation
Newspaper Intro： 600,000 and impact in western China hosted and
managed by Chengdu Daily News Group.
Local daily Major
Category： Sichuan Province
news Coverage：

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
Major
Category： News Portal Sichuan Province
Coverage：
Green Magic: Turn trash into Energy-- An interview with
Headline：
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
It is China’s largest news portal website with an average
Site Intro：
daily access of more than 100,000,000.
Major
Coverage：

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
One of China’s national largest news portals with
Site Intro：
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
The most authoritative comprehensive newspaper in Sichuan
Newspaper
hosted by Sichuan Daily News Group with a circulation of
Intro：
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
Top 100 websites in China hosted by Global Times as well as an
Site Intro： international information-based website with nearly an
average daily IP access of 20,000,000.
Major
Coverage：
An interview with the famous architectural designer
Headline： 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
The official website of the most influential newspaper in
Site Intro：
Beijing -Jinghua Times
Category： News Portal Major Coverage： Beijing City

Cities with continuous improvement, modern design and
Headline：
history coexist
Link： http://news.jinghua.cn/351/c/201111/02/n3521546.shtml



No3: Reported by China Business News Media
Website： yicai.com
A professional financial news website hosted by China
Business News Group. It is a domestic advanced financial
Site Intro：
website as well as a provider of important original financial
information.
Major
Category： Finance Whole China
Coverage：
Cities with continuous improvement, modern design and
Headline： 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
It is China’s largest news portal website with an average
Site Intro：
daily access of more than 100,000,000.
Major
Coverage：
An interview with the famous architectural designer Ashley
Headline： Munday： needs modern to coexist with history for perfecting
It
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
A website of architectural information with all the visitors
Site Intro：
who are architecture-related.
Building Major
Ashley Munday：It needs modern to coexist with history for
Headline：
perfecting the city design.
Link： http://arch.m6699.com/content-35705.htm



No6: Reported by www.21city.org
Website： www.21city.org
An urban planning industry portal website whose readers
Site Intro：
are most from city planning and operation field.
Major
Category： Government Whole China
Coverage：
It
the city design.
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
A website of Chamber of Real Estate of China National
Federation of Industry and Commerce hosted by China
Site Intro：
Real Estate Design Union with the main visitors who
engaged in real estate and design.
Real Estate Major
It needs modern to coexist with history for perfecting the city
Headline：
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
MSN portal website in China as well as a top 50 main
Site Intro：
domestic portal in China as well.
Major
Coverage：
It
the city design.
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.
Major
Category： Government Whole China
Coverage：
It needs modern to coexist with history for perfecting the city
Headline：
design.
Link： http://www.zgghw.org/html/guihuafangtan/zhuanjiafangtan/20111103/14808.html



No10: Reported by Free Architecture Report
Website： Free Architecture Report- far2000.com
Far2000 is a professional website of Chinese architectural
Site Intro：
design with a high popularity in architectural industry.
Building Major
It
the city design.
Link： http://www.far2000.com/information/media/20111104/1104262O52011.html


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