Invest Shenzhen Report

Alexander PR Case Studies

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Wellington, 30 March 2015

Auckland, 31 March 2015

Background:

Alexander PR was briefed to create stakeholder and media events in Wellington and Auckland in March 2015 to support an 11-strong delegation from Invest Shenzhen, a department of the Shenzhen Municipal People’s Government. The New Zealand visit was part of a wider South Pacific tour that aimed to build business, civic and governmental relationships between Shenzhen and New Zealand.

The events involved the promotion of Shenzhen’s commercial and investment opportunities and networking between key New Zealand stakeholders and the delegates from Invest Shenzhen.

Brief for Events:

APR was engaged and briefed to organize the Wellington and Auckland events and media and stakeholder engagement by Aubrey Jiao of Baldwin & Viktor on behalf of Invest Shenzhen. The Invest Shenzhen programme in New Zealand was exceptional for several reasons:

  • The timeframe from briefing to event was less than three weeks (approximately a quarter of the typical timeframe for such planning and organization);
  • The Invest Shenzhen sought a memorandum of understanding with a reputable New Zealand body but had not had contact with any organization before arriving in New Zealand;
  • Both events required private and public sector attendees at short notice.

APR responded to the brief by:

  • Working directly with China based Aubrey Jiao and his team to ascertain the instructions and goals of the Invest Shenzhen delegation and ensure the events and stakeholder and media engagement fully met the brief;
  • Creating and agreeing a timeline and structure for both events with Aubrey Jiao;
  • Engaging and briefing an experienced leading event organizer to manage the practical elements of each event (venue scouting and booking, staging, catering, presentation IT, attendee collateral);
  • Engaging with and securing an agreement for memorandum of understanding with Invest Shenzhen with Auckland Chamber of Commerce chief executive Michael Barnett and Wellington Employers’ Chamber of Commerce chief executive John Milford, two leaders of business and enterprise in New Zealand’s largest city and capital city respectively.
  • Arranging a visit by the delegation to the Auckland head office of the successful New Zealand company Rakon;
  • Organised for the Auckland key note speaker – Michael Barnett (Auckland Chamber of Commerce) and Ally Cui from New Zealand China Trade Association to address the Auckland event ;
  • Creating essential documents for each event: a detailed run of events, stakeholder invitation lists (including business and local and central government) and media pitch and invitation lists;
  • Inviting and briefing key stakeholders as attendees, and briefing delegates on attendees;
  • Pitching and confirming media interest, attendance and interviews, and preparing comprehensive interview briefs for attendees;
  • Attending event, in-person briefing of delegates and management of attendees, including media management;
  • Maintaining media engagement and follow-up post-event, distributing images and securing a package of positive media coverage that reflected the success of the Invest Shenzhen visit to New Zealand and the signing of the MOUs in Auckland and Wellington;
  • Conducting follow-up reporting and reviewing with Aubrey Jiao.

Stakeholder Engagement:

Through APR’s contacts and stakeholder engagement programme, Invest Shenzhen signed a memorandum of understanding with Invest Shenzhen with Auckland Chamber of Commerce chief executive Michael Barnett and Wellington Employers’ Chamber of Commerce chief executive John Milford, two leaders of business and enterprise in New Zealand’s largest city and capital city respectively. Also engaged the New Zealand China Trade Association.

Over both Wellington and Auckland events, the 11 Invest Shenzhen delegates had the opportunity to speak and engage with government and business stakeholders, establish relationships with business stakeholders and promote their individual fields of expertise.

Attendees included representatives of the following major New Zealand organizations in sectors including local and central government, trade and enterprise, real estate, yachting and shipping, media, financial services and New Zealand-China relations (WLG specifies attendees of the Wellington event):

  • Auckland Chamber of Commerce;
  • Wellington Chamber of Commerce (WLG);
  • ASAP Finance;
  • New Zealand Trade and Enterprise;
  • New Zealand China Trade Association;
  • Colliers International;
  • IceHouse;
  • Waterfront Auckland;
  • NZCTA;
  • Finstar Management Limited;
  • The National Business Review;
  • NZPEIC;
  • New Zealand Chinese Youth Chamber of Commerce;
  • ASB Bank;
  • Radio New Zealand ;
  • ANZ Bank;
  • New Universal Enterprise Group;
  • Grow Wellington (WLG);
  • Deloitte (WLG);
  • CBRE (WLG);
  • Equitise (WLG).

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Stakeholder Feedback and Media Results:

Both the Auckland and Wellington events were well-received by all who attended.

Media attendees included:

National Business Review

Radio New Zealand

World TV

Fairfax media journalists.

These top-tier national outlets reported on the event’s significance and what it means for New Zealand as a nation and Shenzhen as a thriving, ambitious city.

 

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