Financial Times

Sunday Telegraph

The Guardian

red bee media

challenge

Showcase the work that Red Bee Media had created for both China Central Television for their opening title sequences to the Olympic Games 2008, and a brand film for the Beijing Organising Committee for the Olympic Games (BOCOG) called 'Seats'

Communicate that Red Bee's Beijing office was open for business and already working collaboratively with the city's leading creative businesses

Drive UK press coverage for work that was never be shown in the UK

creative solution: "timing"

The story was carved up into three separately packaged angles: Red Bee Media’s appointment to work with CCTV, the reveal of ‘Seats’, and the reveal of the opening title sequence. The announcements were timed and spaced to create a sense of building momentum for Red Bee.

By talking about each stage of each project, and targeting different press, each with a different angle, we were able to generate significantly more coverage than. For example, The Media Guardian coverage was timed to coincide with the Olympics opening ceremony to create maximum exposure.

Given the international nature of the story, digital coverage was a key part of the solution and ensured that the story had international traction whilst still being controlled from TMF's UK offices.

campaign results

All coverage was wholly positive and positioned Red Bee Media and heralded its Director of Creative Andy Bryant as both forward thinking and pushing the creative boundaries

Coverage included Sunday Telegraph, Financial Times (on and offline), Independent on Sunday, The Guardian (on and offline), Broadcast, Design Week, Creative Match, Media Asia.

As well the news coverage a number of features and profile opportunities were generated centred around Red Bee Media’s expertise on the Chinese market