For the first time in their 171-year history, The Economist launched a daily edition named Expresso; an app. With very little notice, Newell PR in Hong Kong implemented a tier 1 media relations programme involving the Editor-In-Chief, John Micklethwait, as the spokesperson who was in Beijing. Due to scheduling issues, interviews could only be carried out over the phone and with journalists in Hong Kong. Added to this, the client and associated parties involved were working in three separate time zones.
Working as a team and within a very tight timeframe with shifting interview times, Newell PR arranged for Asia’s leading trade publications – CampaignAsia and Marketing Integrated – to interview Mr Micklethwait. A live radio interview with RTHK was also conducted. An additional radio interview was arranged the following week thus continuing the momentum.
With the embargo ending at 00:01 on launch day, the online coverage from Hong Kong contained the announcement, video demo, where to download the app, images and key quotes from Mr Micklethwait. The live interview contained generous mentions of The Economist, Expresso and an overview – on a show that reaches key demographics as required by the client.