TheCityUK

“Strengthening business relations with China”

Enhancing the UK’s global competitiveness and creating market access for member firms in growth markets around the world is one of TheCityUK’s key strategic objectives. The Chinese Premier’s visit to the UK in June was one of the biggest business events of the year and a vital opportunity for TheCityUK to meet this objective. Amongst £14bn of deals and 15 MOUs, extensive media coverage of TheCityUK’s role in an agreement signed with the China Development Bank Corporation was secured. This included breaking news ahead of the formal press conference and an agenda-setting interview on the Today Programme.

Brief
Our aim was to break through the noise around the Premier’s visit and gain widespread recognition for TheCityUK’s new partnership with the China Development Bank Corporation and demonstrate TheCityUK’s role in developing Shanghai’s pilot Free Trade Zone (FTZ), opening up extensive opportunities for UK business. This needed to be achieved in three days.

Activity
We developed a comprehensive communications pack with talking points to add context and colour to the story and clear, objective official statements. Interviews with TheCityUK Chairman Sir Gerry Grimstone and Chief Executive Chris Cummings were secured with four key media outlets, encouraging one leading journalist to break the news before the Prime Minister’s official press conference. We also worked with existing and trusted media contacts, including journalists who write for both China Daily and The Daily Telegraph.

Results
We successfully gained widespread exposure and recognition for TheCityUK’s agreements and role in developing business opportunities with China. Media targets were exceeded by 100%, generating over 100 pieces of coverage, including from leading journalists such as BBC Business Editor Kamal Ahmed, BBC Radio 5 Live Presenter Adam Parsons and City AM Economics Reporter Michael Bird and from a by-lined article from Chief Executive Chris Cummings in The Daily Telegraph. This helped position TheCityUK acclaimed as one of the leading organisations in helping to strengthen the UK’s business relationship with China.

This helped TheCityUK to gain recognition of its role and value among members, many of whom expressed an interest in being more involved in follow-up projects with the China FTZ in the future. TheCityUK’s Advisory Council and Board commended the campaign, with further work in China planned for the coming months. The campaign was commended by the Financial Services Forum Awards in November 2014.

Blog: Thought Leadership Guide – Tip 3: Ensure Your Content is Findable

“Content may be King, but findability is most certainly Queen. ”

A growing number of firms are investing heavily in thought leadership, providing a fresh perspective on pressing issues of the...

Read more

Case Study: Grant Thornton International

“Building Thought Leadership”

International accounting and advisory company, Grant Thornton, differentiates itself as an organisation that works with dynamic...

Read more

Blog: RWC 2015: Tackling the science of good communications

“If there’s a good process in place, the outputs are far more likely to lay long-term foundations for success.”

It’s all gone egg-shaped. For the next month or so, rugby will be the sport of the moment as the World Cup takes place across...

Read more

Newswire: Class Ceilings

“End-of-term report for UK plc shows state-schooled pupils still struggle to make it to the top of big business.”

A new report by a Linstock client, the diversity consultancy Equal Approach, shows that big business is still an old boys’...

Read more

Case Study: Harborough

“Managing reputation during transformational change”

Local authorities across the country are grappling with the challenges of budget cuts and a more localist approach. Linstock...

Read more

Case Study: TheCityUK

Managing the reputation of one of the UK's largest industry sectors

TheCityUK is the membership body for the UK’s financial and related professional services industry. Its membership includes...

Read more

Blog: More rest for the wonderful: How too much work shuts off your creative brain

“Could working better mean working less and resting more?”

The UK has a productivity problem. Germany beats us, as does France. Even siesta-loving Italians get more done than we do. And...

Read more