Case Study

Client: HM Revenue and Customs

Project: PR campaign to launch EU Food Regulations in China amongst key stakeholders

Summary:

93½ was hired by HMRC to provide strategic direction and deliver a PR campaign to educate Chinese students and visitors traveling to the UK about what foods are banned and which foods can be brought in restricted quantities from non-EU countries.

93½ developed an advocacy campaign and worked with UK universities that have a high in-take of Chinese students, Chinese students associations, the British Council, travel agents as well as overseas study agencies, in first tier Chinese cities, to disseminate the message.

We also ran a media relations campaign in China covering print, online and broadcast media which generated around 136,000,000 opportunities for the message to be heard by the target audience, including CCTV 9 News.

Furthermore, as one of the key audiences were Chinese students, who are web savvy and get most of their information online, we crafted a digital campaign targeting online forums, websites and blogs that Chinese students already in the UK and those deciding to come to the UK log onto regularly.