The UK’s University of Birmingham has a close partnership with Guangzhou’s Municipal Government and wanted to announce a new joint venture plus the opening of a collaborative research centre. At a time when many universities are forging stronger bonds with China’s universities, the challenge for Newell PR was to ensure media attendance and the resulting coverage matched expectations.
Having worked with several universities in engagements in China, Newell PR secured the presence of nearly twenty Tier 1 print and online media covering business and health at the press conference. Such was the interest in the story, an additional two group media interviews were arranged providing deeper insights into the relationship, the new joint venture and the research centre.
Coverage appeared in local and national publications with the client exceptionally happy with the result – so much so that Newell PR has continued to work with the University on other projects.