


	WAN-IFRA XMA Cross Media Awards 2010





	Company: Guangzhou Daily Press Group
	Project name: Denomination Competition for Guangzhou Television Tower





	General information about the publication

	Guangzhou Daily Group is the first newspaper group officially authorized by Chinese government. As one of the most influential media in China, the Guangzhou Daily is among the top 10 Asia Media Brands, with its brand value among the top 3 in China for five consecutive years. Its advertising revenue has been the highest in China for 16 consecutive years. At present, the Guangzhou Daily has the largest readership of 4.59 million in South China. According to the list of World Daily Newspapers Circulations released by World Association of Newspapers, the Guangzhou Daily ranked the 20th and the 3rd in China. Meanwhile, the group’s website dayoo.com has become a leading portal website in South China, reaching 13.63 million people every month which is the largest in this region.

	Entry description

	In September 2009,Guangzhou Daily Group has organized the Denomination Competition for Guangzhou Television Tower, the world’s highest tower. Through integrating different media channels and encouraging interaction, the competition has received nearly 190,000 applications home and abroad. Major media organizations in China and from overseas have reported on the competition, achieving effective global promotion of Guangzhou New Television Tower.

	The basic idea of your cross-media local project

	Basic idea of the project: 1)Guangzhou citizens have been paying close attention to the construction of the new TV tower which they consider as the pride and symbol of Guangzhou. 2)Recognized the long-standing discussion about choosing a nice and catchy name for the TV tower, Guangzhou Daily Group organized the “Denomination Competition for Guangzhou Television Tower” in the hope of turning the hottest topic among citizens into news focus, bringing the new TV tower into the spotlight on a global stage. Purpose of implementing this project: 1)The project aims to turn people’s concerns and discussions about the new TV tower into news focus, and to establish the TV tower into a symbol of Guangzhou through interaction with citizens. 2)By connecting different media channels, the project attempts to present the TV tower to the world, and to let more people know about the new TV tower and the city of Guangzhou. Target group of the project is citizens living in South China. In addition, the project also aims to involve more people worldwide, who have shown interests in Guangzhou’s development, through Chinese and international media coverage of the event.

	Used media channels


	Newspaper		Merchandising

	Mobile Services		Online

The implementation

The “Denomination Competition for Guangzhou Television Tower” kicked off after the construction of the TV tower was completed in September, 2009.
The project is implemented by Marketing Department of Guangzhou Daily and Operation Center of Dayoo.com.
Overall Strategy:
1)The newspapers, website and mobile newspapers of Guangzhou Daily Group served as main publishing platforms to release most updated information of the event.
2)Through press releases, candidate announcement and seminar discussions of citizens during the competition, Guangzhou Daily Group could guide and integrate other media channels outside the group including newspapers, television and websites.
Integrated Media Channels of Guangzhou Daily Group:
1)The Guangzhou Daily: The most influential mainstream broadsheet in South China, the Guangzhou Daily was used as main communication channel to release key information about the event. At the same time, the paper has organized readers to choose applications to be published, encouraging discussions on the selected works.
2)Dayoo.com: A subsidiary website of Guangzhou Daily Group, dayoo.com is the official website of this competition. Applicants can upload their works on the competition page whereas citizens can comment and vote in online seminars. As an influential website, dayoo.com has enhanced the impact of the competition since its coverage on the competition spread all over the world.
3)Guangzhou Daily Mobile Newspaper: Mobile application of the Guangzhou Daily helps to send brief information about the event to mobile phone users, reminding them of the Guangzhou Daily news reports and forum discussions and votings on dayoo.com.
News Media Reported on the Event:
1)News Organizations: More than 50 international and Chinese media including People’s Daily, Xinhua News Agency, AP, NHK, Lianhe Zaobao and TVB.
2)Websites: Portal websites like Sina, 163.com, Tencent and Sohu
3)Televisions: Phoenix TV, Beijing TV and Guangzhou TV
Consistency was maintained as the main broadcasting channels, including newspapers, websites, mobile papers, are all subsidiaries of Guangzhou Daily Group. Guangzhou Daily has effectively organized multi channel communication and interactive discussions among citizens during the event.
1)Initial Stage: Experts and Scholars are invited as judges. The Guangzhou Daily published detailed information, organized “Denomination Competition for Guangzhou Television Tower” press release and updated preparation work and initiation of the event.
2)During the competition, participants from around the world could upload their works on the official website. Citizens could also comment and vote on dayoo.com. Selected works were published on newspapers to draw more attention from the public.
3)Last Stage: Winners of the competition are announced by some major news media.

Image(s)

Publication logo.jpg (41 KB)

project promotion photos on the guangzhou daily.pdf (633 KB)

project special page on dayoo.com.jpg (27 KB)

Denomination Competition for Guangzhou Television Tower winners.jpg (154 KB)

Links

http://co.gzdaily.com/58899/58906/88801/201006/12/ ...

Results of the local project implementation

The project turned out to be a huge success.
1)Nearly 190,000 applications from around the world have been submitted via internet, mails, EMS etc. In China, participants from 34 provinces, municipalities, and autonomous regions have applied. 8383 participants are from oversea countries including the U.S., the U.K., Canada, Australia, Japan and France. Eventually, the name “Haixin Tower” was chosen.
2)More than 50 Chinese and international news agencies such as People’s Daily, Xinhua News Agency, AP, NHK, Lianhe Zaobao and TVB have conducted live report on the press release. Portal websites and tv stations have covered on and republished the news stories including Sina, 163.com, Tencent and Sohu, Phoenix TV, Beijing TV and Guangzhou TV. Search volume of “Guangzhou new tv tower” has climbed on Google and Baidu, succeeded in effective integration of multi media channels.
3) The project has made the denomination the hottest topic among citizens, 54.9% of them having heard the event.
After the event, the circulation of the Guangzhou Daily has increased 6.32% at the end of 2009, market share is up 2%. From September 16th to 30th, the total page view of the special competition zone has reached 4，625，951.