Most Outstanding Client/Agency Partnership: Gold - Strategic Public Relations Group

Strategic Public Relations Group partnered with Melco Group for the opening of Studio City in Macau last year; and it snatches gold in the most outstanding client agency partnership category.SPRG and Melco walked through the traditional and social media journey to draw people’s attention towards Studio City through the universal appeal of Hollywood and a movie.The campaign took the initiative of using The Audition – a Hollywood short film inspired by Studio City, featuring Robert De Niro, Leonardo DiCaprio, Brad Pitt and Martin Scorsese – throughout the media campaign, leveraging the universal appeal of Hollywood and the global love for good movies to attract the world’s attention.The PR agency arranged six media events, including China media roadshows, regional familiarisation tours, hard-hat tours, press conferences, and issued 20 press releases during the pre-opening period, generating over 2,200 media coverage.For example, it earned coverage from Forbes Asia, a quarter-page story from WSJ, as well as a five-minute story from CNN and a 15-minute feature story with CCTV.For this project, seven small groups of staff (two to three people) with specific strengths such as politics, PR and media experience were assigned to address the client’s needs. SPRG has served Melco Group and its associated businesses since 2005.Beyond Macau, Melco also partnered with SPRG when it expanded its global footprint in Manila, Russia and Japan.Owned by: IndependentHeaded by: Richard Tsang, chairmanSee the full winner list of Agency of the Year Hong Kong 2016 here.If you would like to order additional trophies for your team and client, please click here.