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ENTRY GUIDELINE

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For the sixth consecutive year, Marketing magazine is proud to showcase the best practices and appraise the professional standards of public relations in Hong Kong with its PR Awards 2019.

The PR Awards acknowledges the year’s most outstanding communications initiatives and campaigns in the highly competitive and dynamic PR arena – from small independent agencies to larger-scale multinationals.

Eligible work must have been carried out in Hong Kong for the Hong Kong or China market or for a regional/global market that includes Hong Kong or China. This allows the awards to celebrate the best public relations departments, partners and agencies the region has to offer. Agencies may enter the awards on behalf of their clients.

The finalists and winners will be decided by a distinguished panel of judges comprising senior marketers and industry experts.

Winners of the PR Awards represent a shining example to the PR profession, and are an invaluable benchmark resource for success.

AWARD CATEGORIESCampaign awards1. Best PR Campaign – Banking & Finance2. Best PR Campaign – Consumer Brand3. Best PR Campaign – Food and Beverage4. Best PR Campaign – Health and Beauty5. Best PR Campaign – Lifestyle and Entertainment6. Best PR Campaign – Public Awareness7. Best PR Campaign – Corporate Social Responsibility8. Best PR Campaign – Partnership/Sponsorship9. Best Engagement – Mass Community10. Best Engagement – Targeted Community11. Best Experiential Campaign12. Best Promotional Campaign13. Best Result-Driven Campaign14. Best Influencers Strategy15. Best Launch/Rebranding16. Best PR Event17. Best Creative PR Idea18. Best PR-Led Integrated Communications19. Best Storytelling Strategy20. Best Use of Content21. Best Use of Social Media22. Best Use of Smart Data Analytics23. Best Use of Technology24. Best Reputation/Brand Management Campaign25. Best Real-time Response26. Best Boutique PR Agency27. Campaign of the Year

PR AWARDS 2019 | 1

ABOUT THE AWARDS

30 AUGUSTSHANGRI-LA HONG KONG

This document is designed to assist you with your entry submission.

Please read the following instructions and category requirements to ensure your entry is submitted successfully.

The entry deadline is Friday, 14 June 2019, 23:59

ELIGIBILITYThe campaign or initiative must have been launched or activated between the eligibility period of 1 May 2018 - 31 May 2019.

Note: Work submitted for last year’s PR Awards cannot be resubmitted for this year’s event.

All categories are open to client-side marketers, domestic agencies or international agencies based in Hong Kong.

The campaign or initiative must have been conceptualised and implemented in Hong Kong or China for a market that includes Hong Kong or China.

Agencies are allowed to submit one marketing campaign for multiple categories. It is strongly advised that submissions are tailored to suit the respective categories.

KEY DATES

Entries close Friday, 14 June 2019 23:59

Finalists announced 15 July

Gala dinner 30 August

SUBMISSION OVERVIEW

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JUDGING CRITERIA – CAMPAIGN AWARDS TOTAL: 100%

Context/challenge (10%) (1 slide)

• A clear description of the business/brand consumer challenge that public relations was being asked to address.

• Any key statistics which help illustrate the scale of this challenge in more detail.Mandatory information to submit: Start date, end date, key objectives, target audience, budget.

Strategy (30%) (2 slides)

• A clear rationale of why you chose this PR approach.• The core insight on which you focused your strategy.• An outline of your message, along with creative and media thinking.• How these were developed to be both distinctive and impactful.Mandatory information: Core strategy, campaign concept and creative rationale.

Execution (30%) (2 slides)

• An overview of how your campaign/strategy was implemented.• The different tactics/medium used within the campaign or initiative.• The roles of the different tactics/medium.

Results (30%) (2 slides)

• The campaign’s bottom-line impact.• Notable changes to the stakeholders’ behaviour.• Clear evidence/metrics demonstrating the campaign’s performance.• A clear rationale as to why you believe this qualifies for a PR award.

JUDGING CRITERIA

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During the online submission process, you will be prompted for the information below.

Any or all information (unless specified as confidential and for use for the judging process only*) may be used during and after the PR Awards gala dinner, and on any related materials, including trophies, signage and Marketing magazine’s print and online editions.

START REGISTRATIONEmail address (sign up with your email address and create a password before proceeding with the online submission process).

CONTACT PERSONFull name: Email: Mobile number:Company name: Direct line: Mailing address: Job title:

ENTRY DETAILSCategory:Name of campaign/initiative/programme:Name of client organisation: (all Ltd./Limited/Holdings Limited will be omitted):Name of brand (if different from client organisation):Industry of brand:A high resolution logo of the brand (300 dpi):PR agency:The brand’s team contact: 1. Full name: 2. Job title: 3. Email: 4. Direct line:

CORE SUBMISSION TO UPLOADEntries must follow the submission guidelines and use the template issued by the organiser.Entry submissions in the form of company overviews and sales decks will not be accepted.

Important: The filename should not include any special characters like &, _, (, @,#,$,%, etc. Please make your filename short and simple.

Video is optional, but highly recommended as part of the entry submission.**

Maximum file size: 10 MB.Entries should be saved and uploaded via the online submission form in powerpoint format (ppt and pptx only). Font size must be 18 or above.

ENTRY REQUIREMENTS

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SUBMISSION TEMPLATE OF ORGANISATION AND CLIENT CAMPAIGN/EVENT/PROGRAMME CATEGORIES:Submission template of campaign awards:1. Entry details – 1 slide.2. Entry video link – (optional).3. Challenge – 1 slide.4. Strategy – 2 slides.5. Execution – 2 slides6. Result – 2 slides7. Supporting visuals – 2 slides max (optional)

Download template for Campaign awards (categories 1 - 27):http://assets.marketing-interactive.com/hk/awards/PRAwards2019/CampaignTemplate.pptx

Marks may be deducted if the entry submission exceeds the outlined number of slides allowed.

* Any specific information or content intended for judging purposes only must be clearly indicated in red text or highlighted in red and will not be used for publication, and will not be disseminated beyond the judging panel in any way.

** Videos can be uploaded to any video sharing website, e.g. YouTube. Set the privacy settings to “unlisted” so the video is accessible only to those with the link. The video must not exceed three minutes.

After the submission deadline, all details on the entry submission form (including company names, accreditation and so on) are FINAL and can not be changed and/or transferred to another party. Details will be presented accordingly on the prize announcements as well as on trophies and/or any other awards-related materials.

Also, please ensure that all details are submitted in English only. Please check your submissions thoroughly. Any invalid or incomplete submissions will be subject to a penalty deduction of your total score.

FEESHK $1580 per entry.Payment modes: Credit cards (Visa, Mastercard, American Express).

Payments made by cheque and bank transfer must exceed a total of HK$10,000. An invoice will be sent to you upon confirmation of your entry submissions.

Entry fees are non-refundable.

CONTACT USFor further enquiries, please contact:Nicholas Lam+852 2695 6620nicholasl@marketing-interactive.com

Gigi Ip+852 2695 6616gigii@marketing-interactive.com

ENTRY REQUIREMENTS

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1. Best PR Campaign – Banking & Finance

This category is for campaigns covering banking and financial products. It is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

2. Best PR Campaign – Consumer Brand

Awarded to the best campaign that has promoted products and/or services to consumers directly. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: The role and overall contribution of PR in the campaign’s success, how it drove core business objectives and yielded evidence-based results.

3. Best PR Campaign – Food and Beverage

Awarded to the best campaign that demonstrated the art of promoting a food product or service to attract consumer purchases, brand-building and to cultivate customer loyalty. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

4. Best PR Campaign – Health and Beauty

This category is for campaigns covering healthcare and beauty products. It is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

5. Best PR Campaign – Lifestyle and Entertainment

This category aims to recognise a campaign or initiative that best promoted the leisure, travel, property, sports and any other lifestyle-related industries for a specific audience or the wider community. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Effective and innovative PR and communication strategies that contributed to the success of the campaign, audience profile, objectives and outcomes.

6. Best PR Campaign – Public Awareness

Awarded to the best PR campaign by a corporate entity that successfully increased the awareness or changed opinion by implementing public education to the public or targeted community. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Strategy and overall contribution of PR in the campaign’s success, how it drove core campaign objectives, and yielded evidence-based results, core message, positive action and/or change in public behaviour.

7. Best PR Campaign – Corporate Social Responsibility

Recognises the best communication programme that addressed social, economic or environmental issues the organisation is championing. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: How the campaign’s PR strategies strengthened the company’s image as a responsible entity of society, attendees’ responses/feedback and core messages.

8. Best PR Campaign – Partnership/Sponsorship

Awarded to the best PR campaign that successfully increased brand awareness through partnership or sponsorship programmes. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

9. Best Engagement – Mass Community

Awarded to the best campaign that engaged the mass community through smart and highly effective PR communication strategies. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR communication strategies, business objectives achieved and the attendees’ responses and feedback.

10. Best Engagement – Targeted Community

Recognises the best community engagement campaign that has engaged a specific target audience effectively – offline or online. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Strategic engagement, positive action and/or change in community behaviour, attendees’ profiles and attendees’ responses and feedback.

CATEGORY GUIDELINESCAMPAIGN AWARDS

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11. Best Experiential Campaign

Recognises programmes that focus primarily on helping consumers experience a brand, which can be new or existing in the marketplace; and campaigns that engage as many of the human senses as possible. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

12. Best Promotional Campaign

For the most effective, attention-grabbing promotional event of the year. Please include information on the aim, size of the event/activity and whether it stood alone or was part of a larger campaign. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Effective and innovative PR and communication strategies that contributed to the success of the campaign, audience profile, objectives and outcomes.

13. Best Result-Driven Campaign

This award recognises the most outstanding PR campaign that demonstrated how the campaign drove significant results in terms of revenue to achieve your business goal. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Effective PR and communication strategies that contributed to the success of the campaign, audience profile, objectives and outcomes.

14. Best Influencers Strategy

Recognises the best PR campaign that employed influencers such as bloggers, artists, celebrities, key opinion leaders and others. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: How the campaign drove interest and brand awareness and attendees/public’s response and feedback.

15. Best Launch/Rebranding

Awarded to the best use of PR for the first launched, relaunched or repositioned product or service. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: The role and contribution of PR in the campaign (such as brand buzz, awareness and growing the overall category) and evidence of usage/sales.

16. Best PR Event

This award recognises a successful live event that was organised either in support of public relations objectives or as part of a wider public relations campaign. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

17. Best Creative PR Idea

Recognises the most creative, innovative and effective concept used in a PR campaign. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Originality of the idea, creativity and the implementation of this idea, and PR strategy which delivered measurable results.

18. Best PR-Led Integrated Communications

Recognises the best integrated communications campaign led by PR that successfully utilised at least three channels. Some examples of these channels are digital, mobile, social media, print, TV, outdoor, events, and others. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Streamlined PR strategies that drove core business objectives and attendees’ responses and feedback.

19. Best Storytelling Strategy

Awarded to the best campaign that created the most successful brand or consumer stories. Supporting details for this category: Originality of the idea, creativity and the implementation of this idea and PR strategy which delivered measurable results.

20. Best Use of Content

Recognises the most effective use of content marketing to accommodate the overall PR campaign designed to enhance credibility and to attract media coverage. This can range from print publications, online newsletters to video channels. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: A clear demonstration of creative content and execution that drove the brand’s core business objective and awareness (good to have evidence in media coverage).

CATEGORY GUIDELINESCAMPAIGN AWARDS

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21. Best Use of Social Media

Recognises the best PR campaign that demonstrated a clear understanding and appropriate use of social media channel(s) to communicate with target audiences, while driving core business objectives. The usage of mobile can also be highlighted. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Innovative PR strategies, creative executions and public responses (good to have evidence for social media channel/s).

22. Best Use of Smart Data Analytics

This award recognises the best PR campaign that was enhanced or driven by the use of smart data. Supporting details for this category: Data strategies that contributed to the success of the campaign, audience profile, objectives and outcomes.

23. Best Use of Technology

This award recognises the best PR campaign that was enhanced or driven by the creative use of technology, for example, the use of artificial intelligence, virtual reality, robotics, etc. Supporting details for this category: Innovative PR and communication strategies that contributed to the success of the campaign, audience profile, objectives and outcomes.

24. Best Reputation/Brand Management Campaign

Awarded to the best PR campaign designed to enhance, promote or improve the reputation of an organisation with the public. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

25. Best Real-time Response

Awarded to the best PR campaign that demonstrated a real-time response in an immediate and positive way. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: How the campaign’s PR strategies enhanced the brand’s image or solved a crisis in a time-sensitive manner.

26. Best Boutique PR Agency

Recognises outstanding small-sized agencies with no more than 20 staff. Awards in this category will go to those who managed to deliver exemplary value and quantifiable results comparable to those of big agencies.

27. Campaign of the Year

This award recognises your PR campaign from 14 June 2018 to 14 June 2019 which showed a command of an impressive number of PR tools, tactics and strategies. This award welcomes any specialised PR campaign that is notable for its outstanding results. Everything from your mission and goals, your strategies and tactics – and results – will be judged accordingly.

CATEGORY GUIDELINESCAMPAIGN AWARDS

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Entry fees are non-refundable.

Entries will not be considered for judging if payment is not received within five working days upon being invoiced, if an invoice is required before payment.

Upon submission deadline, all details on the entry submission form, including company names, credits and so on, are FINAL and CANNOT be changed and/or transferred to another party. Details will be presented accordingly on the prize announcements as well as on trophies and/or any other awards-related materials.

Any changes made after submission will be charged 10% of the submission fee.

Also, please ensure that all details are submitted in English only.

The judging panel’s decision is final.

Without prior notice, Marketing magazine reserves the right to merge categories or dissolve any categories should it be deemed necessary. Should a category or categories be dissolved, entries in that category/categories will not be refunded.

The entrant agrees that Marketing magazine or Lighthouse Independent Media will not accept responsibility for errors or omissions reproduced in the presentation of Marketing magazine or for work lost or damaged under any circumstances.

Any specific information or content intended for judging purposes only must be clearly indicated in red text or highlighted in red. This information will not be used for publication, and will not be disseminated beyond the judging panel in any way.

TERMS & CONDITIONS

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The entrant grants Marketing magazine permission to show material from the entries at the awards presentation, in the magazine and at any time as deemed appropriate.

The decisions of Marketing magazine in all matters relating to the PR Awards shall be final and binding.

For further enquiries, please contactNicholas Lam Gigi Ip+852 2695 6620 +852 2695 6616nicholasl@marketing-interactive.com gigii@marketing-interactive.com