Speech On The Ceremony Of China Golden Awards For Excellence In Public Relations - Michael Du, Account Director

Ladies and gentlemen, friends and colleagues, Good Evening,

I am so pleased to be here to receive this golden award from CIPRA. This award belongs to every one who devoted himself in this project and those who silently support this project from Pegasus and Siemens.

I know this is not an Academy Award. But I still want to represent Mr. Cao Gang, the Managing Director of Pegasus Communications and all staffs to say thank you here as I am receiving the top Oscar. First I would like to thank CIPRA to organize such great ceremony and provide an opportunity for Pegasus win this golden award. . Then I want to thank all members of appraisal committee of the sixth China best cases competition, I know you are from the leader of CIPRA, universities professor, media experts, PR professionals, and enterprises representatives, thank you for your consideration on Pegasus and our works. I especially want to thank our customer, Siemens A&D, their representatives are here today, without you, without this project, and of course without of our today’s award. You are not just an expert on automate field, but an expert on communication as well. This the key point for this project success.

Now I would like to take few minutes to have a brief introduction on this project.

Siemens Exider took off from Prague and traveled more than 20 countries and 100 cities in Europe. On September 27 2003 Exider entered China from Russia and started its China 16-City tour. There were 14 carriage of this 300 meters long Simens Exider train where display the world-leading automation technologies and applications. Exider set off from Manchuria and pass through Harbin, Changchun, Shenyang, Beijing, Tianjin, Jinan, Nanjing, Shanghai, Wuhan, Zhengzhou, Chengdu, Chongqing, Guangzhou and Shenzhen 16 cities. The activity closed on Dec 6 in Shenzhen.

As Siemens’s partner, Pegasus totally operated on the Exider China Tour. We were responsible in media promotion along 16 cities and surrounding main cities, professional and systematic invitation to fifty thousand target customers and follow up, print and internet advertisement design and media buying, 16 cities on-site design and venue decoration, and total event and logistic management.

Exider success related with long-term careful preparation and tacit cooperation between Pegasus and Siemens.

First, this is a brand new idea to use a world travel train as a movable exhibition hall to display automate industry equipments and concepts for the first time in the world.

Second, the project was entering preparation period of June, Pegasus covered all details of the tour in first proposal which make the project smoothly entered into action period of July.

Third, one of the main objectives is to guarantee target attendants from 16 cities attend each station’s activity. We used professional Call Center to set a powerful database with all customer information and to invite and follow up invitation with professional process.

Fourth, full coverage and orientation media promotion made by Pegasus for 4 months, 16 cities and close cities were very effective.

Fifth, booth decoration and layout and process design showed Siemens concern and recognition for visitors. A great deal of visitor expressed to visit Siemens Exider like attending a party.

Sixth, a professional team guaranteed the whole project carried out smoothly. A team of twenty staff from Pegasus divided the work and obeyed strictly on project management standard with a timetable. Every works were followed procedures step by step.

Siemens Exider China Tour finished in Shenzhen on December 6. And then it was shipped to Los Angeles of the United States and started its America and Canada tour. It will continue its communication with North America automotive industry. Exider China Tour’s influence in China is far off prospective impact.

Exider China Tour got intense response from whole country media. There were 378 print media reports, around 400 thousand characters, 393 web news, 500 thousand people visit special subject at Sina.com, 88 pieces TV news with total 342 minutes long, 30 pieces Radio news with total 272 minutes long. With Pegasus coordination, CCTV News reported on the activity twice in row.

Exider China Tour also got close attention from government, industries, science and all circles of society. Governor of Liaoning province, Bo Xilai and three vice mayor from three north-east provinces advanced experiencing the elegance of Exider and expressed one after another that north-east old industry area need to use international company advanced concept as Siemens as reference to use science to develop vigorously on north-east economy.

In Beijing, Mr. Hu Yadong, Deputy Minister of the Ministry of Railways quite interested in visiting the train and written word for Exider. In Shanghai, Exider China Tour was as beautiful scenery at Shanghai International Industry Fair. Successively, three Ministers or Vice Ministers from the Ministry of Commerce, Ministry of Science and Technology and Ministry of Information Industry visited the Exider. Secretary of Shanghai City Committee, Mr. Chen Liangyu claimed that Siemens industry technology is worth to learn by Shanghai and Chinese industry after visit.

There were over 50 thousand visitors for Exider China Tour and they were come from every field over industry construction. This number was over estimated amount, but meantime decreased individual customer cost.

Employees from Siemens were very proud and exciting of this event. Exider China Tour made a strong mark of Siemens PR activities and also become a treasure of up coming business promotion.

After the event finishing, Mr. Schmidt, President of Siemens A&D (China) and Vice Executive President of Siemens (China) Co.,Ltd said: “ We got big success of this event, I am so proud of it. I am so pleased with our cooperation with Pegasus and created a miracle in this event. I believe what Exider will experience in America can not compete with China. We are the best.

Both Pegasus and Siemens believe Exider China Tour will be an asset and great experience for its global tour. All those admiration, blessing from media, government and industry and our works will follow the train and shinning the way to North America and the world.

Before I finish my words, I want to thank you who are sitting here, it’s all because everybody’s effort so that China PR industry has gained such inspiring phases and develop prospect.

All in all, again, I want to say this is not Oscar, but I sincerely believe and hope the China Golden Awards for Excellence in Public Relations must have to be the Academy Award in China PR industry.

Thank you everybody!