Pegasus Communications took its first step towards success in 2002. 2003 promises to be a year of “Enthusiastic Leap.” We are filled with passion and confidence to believe that we will be the best and ultimate choice of our customers.

Three years of PR communications for Yili Group should have attested to our capabilities. Furthermore, the launch of Yili’s high-calcium milk proved that we have distinct competitive advantages in product communications. Through health columns at various print media, we introduced the health effects of natural milk calcium. Through radio shows, we propagated daily life health tips to consumers. Finally, we used the Teacher Day to host a series of activities titled “The Healthiest Gift for the Most Beautiful Teacher” in key markets such as Guangzhou, Shenzhen, Chengdu and Jinan. One of these volunteer activities was “One Notebook, One Wish! One Notebook, One Effort,” which called for the collection of leftover notebooks from urban students to be donated to poor students in the countryside who really hope to go to school. In return, Yili will present its high-calcium milk, both a healthy and beautiful gift, to the teachers on behalf of the students. After two months of communication efforts, Yili was not only able to popularize its newly introduced high-calcium milk amongst consumers, as evidenced by the increasing sales, but also increased consumer’s awareness on healthy calcium intake.

Our communications strategy helped to successfully launch and promote Yili’s high-calcium milk in 2002. In 2003, Pegasus Communications strives to achieve even greater success. Between March and May, Pegasus Communications was faced with the challenge of designing strategies for different market segments—developing markets and mature markets—as a result of Yili’s increasing market share in high-calcium milk. With developing market, we decided to continue our 2002 communications strategies basing on feature columns and radio programs. With mature markets, we not only maintained feature columns and radio programs, but also cooperated with one of the member companies of Pegasus Communications, Ideaone, to design and execute Yili High Calcium Milk National Rock Climbing Competition, which presented the product’s characteristics to consumers through an innovative interface. The competition began in Fuzhou and between March 24 and April 26, it also reached Guangzhou, Shenzhen, Chongqing, Chengdu and other large and medium cities with the clear message that natural milk calcium is easier to absorb. Through this nationwide competition, Yili enabled the consumers to personally experience the role of high-calcium milk in sports and living.

The promotional activities surrounding the competition lasted for one week in each city. During the week, one office building provided free samples for taste every day. Then on the weekends, a green, 8-meter tall rock-climbing wall, symbolizing the healthiness of Yili’s products, was erected in the most popular plaza in each city. As people gazed upon the swiftly climbing bodies while savoring on Yili’s delicious high-calcium foods, they were filled with the desire to live a healthy life. Of course, to guarantee the safety of the climbers, professional instructors from the rock climbing association were onsite to teach proper techniques.

Spring of 2003 brought Yili its high-calcium milk and thereby brought Pegasus Communications an even more fulfilling project. Through this project, we were able to further demonstrate our professionalism and teamwork. Pegasus Communications is thrilled to grow with its clients.