2. TABLE OF CONTENTS
REFERENCE LETTER 1 2
REFERENCE LETTER 2 3
REFERENCE CONTACT SHEET 4
BLOGS AND ARTICLES
a. VERGE MAGAZINE
i. Blog Sample 1: The Hong Kong Rugby Sevens
ii. Blog Sample 2: Discovering Craft Beers in Hong Kong
b. VENTURE MAGAZINE
i. Blog Sample 3: Flying High
c. TreadRight (BANNIKIN TRAVEL & TOURISM)
i. Blog Sample 4: ‘Tis the Season to #ChooseArtisan and #ShopSmall
5
5
6
7
8
SOCIAL MEDIA POSTS
a. CUBA CRUISE
b. QUENCH TRIP DESIGN
10
10
10
VIDEO SCRIPTS
a. Flying High: Tourism a Business Lift for Hong Kong Aviation Firm
b. Franchising Keeps Muay Thai Fitness Centres Alive and Kicking
12
12
16
PRESS RELEASES
a. Adventure Canada Offers Up to 30% off Arctic Explorer Expedition
b. Double Win for HKTDC Videos at MarCom Awards
19
19
20
UNIVERSITY OF ALBERTA & COPENHAGEN BUSINESS SCHOOL
a. Business, Beer and Body Checks
b. Essay Review
21
21
24
MISCELLANEOUS
a. Marketing Copy Samples for DataSource International Limited, Hong Kong
b. “Think Asia, Think Hong Kong” Scales Twin Peaks in Paris and Milan
27
27
29
Liam O’Donovan 1
3. 28 November 2014
To Whom It May Concern,
Liam O’Donovan worked as a social media communications intern in the Corporate
Communication Department (CCD) of the Hong Kong Trade Development Council (HKTDC) from
5 December 2013 to 28 November 2014. Based on Liam’s performance, I would recommend him
for employment in any social-media related work.
CCD develops the HKTDC’s overall communication strategies and international media relations.
Liam was brought in to help us disseminate our messages through social media.
In his one-year internship, Liam was able to elevate considerably our social media outreach. He
applied his social media knowledge to our Twitter, Facebook and LinkedIn offerings, which
resulted in significant growth in our follower, likes and overall engagement with key audiences.
Liam also introduced social media management applications and techniques that helped us mark
our progress and guide us to more effectively reach our stakeholders.
Liam possesses a positive work attitude, and worked well on his own or with colleagues. The CCD
team enjoyed and appreciated having Liam with us.
Please let me know if you need further information.
Sincerely,
Parker Robinson
Head, Corporate Communications
The Hong Kong Trade Development Council
1 Harbour Road, Wan Chai, Hong Kong
Phone: (852) 2584 4341
Email: parker.robinson@hktdc.org
Web: www.hktdc.com
6. BLOGS AND ARTICLES
VERGE MAGAZINE
Published Link:
http://www.vergemagazine.com/authors/inthefield/liamodonovan.html
Blog Sample 1: The Hong Kong Rugby Sevens
When I walked into Hong Kong Stadium for the first time I thought I was walking in to the
Quidditch World Cup. The way the sides of the stadium arch over the field, the jungle and
skyline behind the south stands, the music, the costumes and innumerable languages being
spoken all lent a fantastical element to the threeday event. Sure, there were no brooms, no
quaffles and no snitch, but the incredibly fastpaced and skilled game being played on the
massive stretch of green turf below made the heart race nonetheless.
For those not familiar with the sport, rugby sevens is just rugby played with seven players
on each side instead of the 15 found in the more common version of the sport. But the field
is the same size and this allows for a lot of wideopen plays and tonnes of scoring. With
games clocking in at only around 15 minutes, the pace of the tournament is unmatched.
I don’t really know much about rugby but when I got to Hong Kong I was told that the
Rugby Sevens tournament is a mustsee. The biggest sporting event in the city, the Hong
Kong Rugby Sevens is one of the most highly anticipated legs of the international tour. This
is due to the passion for the sport in Hong Kong but also to the incredible atmosphere. A
unique experience for anyone – sports fan or not – the tournament is a great representation
of Hong Kong’s incredible social atmosphere and blending of cultures.
Many of the people I encountered were there not only for the rugby, but also for the
atmosphere and the party. The infamous South Stands for which I waited 3 hours in line to
get into is a smorgasbord of costumes and cultures. From Minions to Captain America to
Mario and Luigi, there was no shortage creativity. I also had the chance to meet many Hong
Kong locals and expats of every kind, some of whom were young rugby players hoping to
make a name for themselves on the field at next year’s tournament.
This experience sticks out as one of my favourites so far from my time in Hong Kong, not
only because of its cultural uniqueness but also because it was something I did on my own.
Solo experiences abroad can be some of the best because you get to do what you want to
do. And sometimes you have to put yourself out there. When I walked in to that stadium I
knew no one in there and knew very little about the sport. After a full day I walked out with
friends from around the world after a party of a lifetime. This is what happens in Hong
Kong.
So if you’re sad that Quidditch isn’t real, book a ticket to Hong Kong and get to the Sevens. I
can guarantee you it’s something you’ll never forget.
Liam O’Donovan 5
7. Blog Sample 2: Discovering Craft Beer in Hong Kong
As a beer lover, one of the first things I did when I got to Hong Kong was take a stroll
through the popular bar areas of the city, namely SoHo, Lan Kwai Fong and Wan Chai. I
have to say, what I found disappointed me. There was no good beer—or at least, it was hard
to find.
When you think of craft beer, Hong Kong does not spring to mind. In North America,
however, new breweries are seemingly popping up out of nowhere every day. Back home I
find that people are becoming more and more accustomed to craft beer and most know that
there are more options than just Heineken, Stella Artois and Budweiser.
Unfortunately, for those of us living in Hong Kong, those are often our only options. But
with many new breweries and brew pubs opening across the city, that’s starting to change.
I recently had a chance to sample the best Hong Kong has to offer at the city’s premier beer
festival, Beertopia. So on a warm Saturday night, underneath the fading Hong Kong sun, a
friend and I set off to discover what beer Hong Kong has to offer.
After a short MTR ride and 45 minutes of navigating the labyrinth that is Elements Mall, we
finally made it to the West Kowloon Waterfront just as the sun was setting. Nestled into the
promenade, Beertopia offers beer enthusiasts one of the best views in the world. To the
south, Victoria Peak, illuminated by the bright lights of Hong Kong Island’s many office
towers. And to the west, past cargo ships anchored for night, the city’s many outlying
islands.
As we made our way through the festival grounds in search of our beer tokens, the crowd
continued to grow. The DJ tent was gearing up, with inebriated festivalgoers awkwardly
bobbing their heads, while a smaller crowd stumbled to see the live cover band playing on
the far side stage. Meanwhile, local food vendors graced us with their overpriced, yet
greasy and delicious bratwurst, pulled pork and poutine. Even though I was starving, we
were here for one reason: beer. So we pushed on.
The global beer scene was surprisingly well represented, with many different countries
featured including Canada, US, Scotland, Belgium, Germany and of course, Hong Kong. With
beers named Jacky Hammer and Apocalypse IPA, there was no shortage of unique, hoppy
goodness to go around.
To be honest, I was surprised at how much locally brewed beer was present at the festival. I
have been to many a pub during my few short months here but had not had the opportunity
to sample something truly unique to Hong Kong.
According to my trusty Beertopia guidebook, there were actually four breweries based in
Hong Kong that were present at the festival, one of which has been around since 1995. In
total, there were 19 beers available that were brewed right here in Hong Kong. There are
also many new vendors located in the city, some of which will deliver beer right to your
door.
So there actually has been craft beer in Hong Kong for a while. It just hasn’t spread very
fast. A little postBeertopia research enlightened me. The problem lies in an old import law,
which made it too expensive to import beer from around the world.
Liam O’Donovan 6
8. With that recently abolished, good beer is flowing in and people are taking notice. Besides
the success of Beertopia, new brewpubs are opening and the home brewing scene is also
burgeoning. One fellow festivalgoer’s tshirt read “Brew Now, Drink Later,” which I think
pretty much sums up the growing attitude towards real, artisanal beer in Hong Kong.
VENTURE HONG KONG
Published Link: http://hkmb.hktdc.com/en/1X0A0B21/venturehongkong/FlyingHigh
Blog Sample 3: Flying High
A Hong Kongbased aerial service business is spreading its wings to the Chinese
mainland, thanks to expertise it has honed in the city.
“It was fantastic,” says a British tourist couple, who just completed an aerial tour of Hong
Kong. “Seeing the Happy Valley racecourse, up through Central; and then around the Peak.
It was great.” Local company Heliservices (HK) Ltd is capitalising on Hong Kong’s tourism
growth by offering visitors a chance to see the city from a unique vantage point. Their tours
take customers above Hong Kong’s famous skyline and give a bird’s eye view rarely seen by
tourists.
“Hong Kong is really an exciting city,” said Graham Hamilton, Heliservices’ Marketing and
Safety Manager. “The skyline is absolutely stunning and we want to be in a position to offer
something unique to tourists coming to Hong Kong.”
The flights are quickly becoming one of the most popular ways to see the city. They
traverse Hong Kong’s varied landscape, including Victoria Harbour, Sai Kung and all of the
mountains, bays and beaches in between. With millions of tourists from the Chinese
mainland, Europe, North America and Australasia visiting Hong Kong each year, Mr
Hamilton said that tourism is key to the development of the company’s business.
Building Hong Kong
Established in 1978, Heliservices started with one helicopter constructing power lines and
delivering materials to remote locations across Hong Kong. As much of the city was
inaccessible to ground vehicles, helicopters became the ideal method to transport
equipment across the often hostile environment. “Heliservices literally became the
company that built Hong Kong,” said Mr Hamilton.
The company has since grown significantly and now features 15 operations staff and 16
engineers. With its fleet of six helicopters and four models, Heliservices is now involved in
the specialised skill of insulator washing and is part of the Super Typhoon project to
strengthen the city’s many power lines.
Rolling Out the Red Carpet
Heliservices has also been enlisted for local aerial filming and photography. The company
shot some of Hong Kong’s most iconic views for dozens of Hollywood movies, including
Liam O’Donovan 7
9. Tomb Raider 2, The Dark Knight and more recently, Transformers: Age of Extinction. Mr
Hamilton expects to see more Hollywood and other international studios filming in Hong
Kong due to the city’s “unlimited potential” for aerial footage and cinematic backdrops.
Inge Baggaley, a career pilot who has been with Heliservices since 1992, was specifically
chosen to work on all three films. Ms Baggaley noted that while film production crews often
bring their own helicopter pilots who are “good at looking at the world through the eye of
the camera,” local captains, she said, play a crucial role during this stage. They “basically
run the operation overall, making sure the rules in Hong Kong are followed, that the flight is
flown safely, and that the helicopter is operated safely,” she said.
Aviation Age
While aerial filming and photography have been around for years in Hong Kong, new
technological advancements in the industry have opened new avenues for those seeking to
capture the city at its best. Unmanned Aerial Vehicles (UAVs), otherwise known as drones,
have taken over aerospace by storm and have become an integral tool for photographers
and filmmakers.
“We don’t see UAVs as a threat, we see them as an opportunity,” said Mr Hamilton. “We
believe it is a complementary service and the type of business we have is ideally set up to
be operating UAVs.” With their ability to operate closer to the ground and in more confined
spaces, UAVs may offer unparalleled access to a city consisting of highrise buildings,
jungles and mountains, he added.
Mainland Expansion
Heliservices has also spread its wings to the Chinese mainland, including forming a joint
venture with a mainland company. With approximately 200,000 kilometers of power lines
running through the mainland that require maintenance, Mr Hamilton believes there is
plenty of opportunity there for the company to employ their 36 years of knowledge and
experience.
But Hong Kong, Mr Hamilton says, will remain the core of its business. “Hong Kong is a hub
for world business and for us, we see huge opportunity because we’ve got people coming
all the time from all over the world into Hong Kong to do business,” said Mr Hamilton.
“There’s a lot of big banking and finance going on here. Those types of businesses demand
helicopter services and that’s why Heliservices is here.“
TreadRight (BANNIKIN TRAVEL AND TOURISM)
Published Link:
http://www.treadright.org/news/newsourpartners/‘tisseasonchooseartisanshopsmall
Blog Sample 4: ‘Tis the Season to #ChooseArtisan and #ShopSmall
As the holiday season approaches, it is essential to recognize how our purchasing power
can make a significant impact in developing nations. Over 65% of artisan activity takes
place in developing economies so this holiday season, TreadRight’s Heritage Initiative
Liam O’Donovan 8
10. partners at the Aspen Institute’s Alliance for Artisan Enterprise will continue t he very
successful #ChooseArtisan campaign, which launched in October, 2015.
The campaign came to fruition on November 6, 2015, when 585 voices were
simultaneously cast over multiple social channels, spreading awareness and support for the
artisan sector to over 2.5 million people. Contributions came from all over the world and
included artisans, artisan supporters, organizations, policymakers, and more.
As the campaign continues throughout December and into the new year, posts on Twitter,
Instagram and Facebook that include #ChooseArtisan will help promote the elegant
craftsmanship of artisans in developing nations and preserve their unique cultural
traditions. These posts will be added to the Alliance for Artisan Enterprise social wall.
The Alliance is also supporting #ShopSmall this season to help showcase its members’
online stores. Over half of these member organizations are artisan businesses –
organizations that work directly with artisans around the world to design, produce, and sell
handcrafted products.
By visiting a llianceforartisanenterprise.org/shop, those interested in purchasing artisan
goods can browse Alliance member websites ranging from smaller Etsy shops to more
popular organizations such as Walmart, CocaCola and kate spade. This is a great platform
for consumers to make a more tangible difference in the support of artisans across the
world. The diverse range of products originate in all corners of the globe and include
necklaces and earrings from South Sudan, furniture and household accessories from Nepal,
and ponchos and wraps from Peru, among others.
While the #ChooseArtisan campaign was successful, it is only just a start. The artisan sector
has grown to over $32 billion annually and represents a significant income source and job
creator in developing nations. We can help our partners at the Alliance focus and grow this
important industry by utilizing our purchasing power to support these workers and
harnessing social media to help spread the word about the #ShopSmall initiative.
Liam O’Donovan 9
11. SOCIAL MEDIA POSTS
The following are Facebook posts written for Bannikin Travel and Tourism’s various clients
between October and December, 2015. Each post was accompanied by an image and was also
converted to be shared on Twitter.
CUBA CRUISE
850 kilometres of coral reefs and 6500 varieties of fish,
crustaceans and sponges, make Cuba one of the most
interesting diving destinations in the world.
PHOTO OF THE WEEK: The always vibrant, always stunning
Havana, courtesy of instagrammer @unacubalibre
The 18th Festival del Habano will be held in Havana from
February 29 – March 4, 2016 and hosts cigar aficionados from
all over the word. Will you be there?
A sundrenched oasis at the western tip of Cuba, Maria la Gorda
is an absolute diver's paradise. Who's ready for a dip?
Whether it’s classic cars or historic bars, Havana's old world
charm is one of its defining features. Share if you agree!
From the crystalline waters of Maria La Gorda to the sultry
rhythms of Santiago de Cuba, Cuba is the perfect spot for a
couple’s retreat.
QUENCH TRIP DESIGN
PHOTO OF THE WEEK: Although shrouded by misty clouds and
dense foliage, the turquoise waters and colourful facades of
Positano, Italy still resonate from above.
PHOTO OF THE WEEK: Whether it has been known as
Byzantium, Constantinople or its modern day name, Istanbul,
the iconic Turkish city has long sat at the crossroads of human
history.
Liam O’Donovan 10
12. Morocco is one of the most diverse countries in Africa, offering
an abundance of natural and manmade wonders. Swim along
rugged coastlines, meander through exotic medinas and trek
through vast Saharan dunes to ancient cities such as the the
UNESCO World Heritage Site of Aït Benhaddou, pictured here.
From medieval lanes and striking architecture to historic pubs
and an internationally acclaimed Fringe Festival, Edinburgh is a
cosmopolitan delight that offers adventure around every
cobblestone corner.
Whether you’re relaxing on the peaceful waters of Halong Bay
or charging through the bustling streets of Hong Kong, Asia’s
striking contrast of total serenity and complete chaos is
undeniable.
The Hong Kong hiking experience lies in stark contrast to the
city’s global image as a frenzied, financial metropolis. Stretch
your legs and enjoy the long, white sandy beaches and the
calming breeze wafting in from the South China Sea.
The French word flânerie, meaning to wander aimlessly through
the streets, has been raised to an art form in Paris and has
grown to become a national pastime. The next time you’re
navigating through La Ville Lumière, take a moment to indulge
in this now famous activity.
Liam O’Donovan 11
13. VIDEO SCRIPTS
FLYING HIGH: TOURISM A BUSINESS LIFT FOR HONG KONG AVIATION FIRM
Link to video: https://www.youtube.com/watch?v=S8UXAjTR5Z8
Graphic Video Audio
VO
Helicopter
take off
Tourist shots
Pilot voiceover (Inge)
“Welcome ladies and gentlemen… etc
● "Hong Kong’s mix of urban skylines and rugged
mountains draw visitors from all corners of the
globe.
Tourist
upsound
01:41:14
“it was fantastic”
“the most efficient way to see hong kong”
And now one of the best ways to see it is on one of the
new aerial tours offered by Heliservices, a unique Hong
Kong company.
Tourist
upsound
01:40:55
01:41:39
“definitely recommend it to anyone, it’s a must do”
“We’re only here for a few days so it was perfect.”
(VO)
And perfectly tempting for tourists of all budgets.
Hong Kong’s Heliservices offers these flights starting at
around 60USdollars.
Graham
Hamilton
Marketing
& Safety
Manager
Heliservices
(HK) LTD
Graham
Hamilton
Interview
More tourist
footage?
Flyovers?
3:54 – 4:04
Hong Kong is really an exciting city. It’s got a lot for
people to do, the skyline is absolutely stunning and we
want to be in a position to offer something unique to the
tourists that are coming to Hong Kong.
3:42 – 3:53
..we have 40 million Mainland Chinese coming for trips
to Hong Kong. In addition to that we’ve got tourists
coming from all over other parts of the world – North
America, Europe, Australasia.
Liam O’Donovan 12
14. Liam/Inge
footage?
Optional cut
2:46 – 2:55
Tourism for Heliservices is extremely important and in
fact it’s probably the most key factor in the development
of our business at the moment.
VO
Liam/Inge
footage?
But when established in 1978, Heliservices was all
work and no play.
The company literally helped build Hong Kong –
constructing power lines and delivering materials to
remote locations.
Inge
Baggaley
Pilot
Heliservices
(HK) LTD
Inge Baggaley
Interview
Long line
lifting
footage?
01:03:58 – 01:04:10
We do a lot of power line maintenance. We bring a lot of
loads to the power lines that cross the country parks. We
get involved in pretty well every large infrastructure
project in Hong Kong.
01:03:44 01:03:57
What it really means is we have a 100 foot line under the
helicopter and we carry loads to any location that a
customer wants loads carried to. Generally we’re
carrying the loads because the customer can’t get them
there any other way.
Super:
Liam
O’Donovan
Hong Kong
Trade
Developme
nt Council
Liam stand up
“But Inge and her fellow pilots are not only flying around
power cables and thrillseeking tourists… they’re also
helping put Hong Kong on the map.. or in some cases…
wiping it out for the big screen.”
Graphics /
small font:
Transform
ers: Age of
Extinction
Courtesy:
Paramount
Pictures
Pause to
show CEC
explosion
scene
(upsound from Transformers trailer)
Liam O’Donovan 13
15.
Pan to CEC if
possible then
cut to
Transformers
Footage?
Heliservices played a key role in capturing the visuals
needed for this iconic scene from a 2013 Hollywood
blockbuster.
Michael Bay is only the latest filmmaker to rely on
Heliservices’ ability to capture the city’s “best side”…
Inge
Possibly
photos
provided by
Inge?
Flyover scene
from
Transformer
trailer
01:05:56:23 01:06:12
the ones I could think of would be Tomb Raider 2,
Batman, Largo Winch actually in between there, and the
latest one was Transformers 4.
As a company, we provide the helicopter that they put
the camera on… //edit//
01:07:48 – 01:08:01
One of the iconic shots I think in Transformers 4
certainly for me was the shot where we flew from the
harbour up over the city, flying over the government
buildings – the new government buildings on the
waterfront. ((NOTE: Optional cut?))
Graham
Hamilton
Broll
7:26 – 7:43
We would like to see the Hollywood studios, from
Bollywood, from China, and from the UK come in to Hong
Kong to film their movies here because it is such a
unique, vibrant, exciting city. There are so many options
for helicopters and for backdrops in movies – there’s just
unlimited potential. (ends at 3:27)
Courtesy:
Graham
Uden.com?
tbc
Graham Uden
footage
(Inge)
01:05:17 – 01:05:32
One of the wonderful things about Hong Kong is the
juxtaposition between the city and the countryside.
So (3:40) whether you fly on Hong Kong Island or out to
Sai Kung, you get that real contrast of having the city
and having the countryside.
I think that’s really what epitomizes Hong Kong. (3:50)
Liam O’Donovan 14
16.
New
helicopter in
hanger?
Shots of
Graham
Uden’s drone
in action?
Heliservices is looking to expand its reputation in
the region – as it upgrades its fleet.
For now – the company is plenty busy staying on
“top of things” at home.
Graham
Hamilton
BRoll
flying/hangar
11:08 – 11:23
(4:10)
You’ve got skyscrapers. You’ve got big business. I mean
Hong Kong is a hub for world business and for us we see
huge opportunity because we’ve got people coming all
the time from all over the world into Hong Kong to do
business.
11:57 – 12:10
There’s a lot going on here, there’s a lot of investment
going on here. A lot of big banking and finance going on
here.
So those types of businesses demand helicopter services
and that’s why Heliservices is here and that’s why we do
what we do.
##
Landing on
Peninsula/CE
C?
##
Liam O’Donovan 15
17. FRANCHISING KEEPS MUAY THAI FITNESS CENTRES ALIVE AND KICKING
Link to video: https://www.youtube.com/watch?v=8d1JErfZp6E
Graphic Video
Audio
INTRO
HEADLINE/BL
URB PENDING
*(include
mention of the
fact they’re
participating
in WSME?)
Related
Links? –
link to
upcoming
event.
Liam VO (start around 510 sec)
FAC Broll –
Sparring,
punching
into
camera,
reception,
FAC
advertise
ments
Muay Thai, a popular version of kickboxing, is the
national sport in Thailand.
This centuriesold martial art has steadily been
winning over devotees around the world.
Including in Hong Kong – where one company is
finding success by weaving the physical and mental
discipline of this combat training – into a modern,
customized fitness program.
Daniel Yeung
President and
Cofounder,
Fighting Arts
Centre
Daniel
Yeung
Interview
Broll –
weights,
biking,
punch
bags
9: 34 – 10:00
So what we are offering is 50% authentic Muay Thai
technique plus 50% cardio and weight training.
So we are different comparing to the traditional gym.
And also we are different in comparing to older
traditional, authentic Muay Thai fighting club.
We combine these two and it becomes a very unique
training program.
Liam hand
Taping –
start of
shot for
standup …
Interview
bite at:
2:22 – 2:28
Also, there is a huge market demand now and I think it
is very suitable to a franchise.
Super:
Liam –
punching
The Fighting Arts Centre’s franchise model has
been successful in growing and promoting the
Liam O’Donovan 16
18. Liam O’Donovan
Hong Kong
Trade
Development
Council
practice,
stand up
STANDUP
– CLIP
TAKE AT
4:12
4:26
sport in Hong Kong. That means newbies like me
can get off the couch and into the ring.
FAC Broll –
trophy
case, club
footage
(Liam VO )
Franchising is also giving entrepreneurs a
fighting chance….
And with seven clubs now open across Hong Kong
and one on the Chinese mainland, the advantages
of the business model are becoming clear.
Daniel
Yeung
FAC Broll
Daniel
touring
with
Liam/Billy,
club
footage
11:19 – 11:40
So what we do is, our professionals will join together
with this franchisee and we will have an onsite
checking.
So we will give them very professional advice,
comparing all the environments. Where are the
competitors? Where is the competition? All this kind of
technique and professional advice we will provide.
Broll
close ups
of fighters
training
on
punching
bags
(Liam VO)
Some of that advice includes training for the
psychological battles of starting a business.
Franchising offers the ongoing support and training
many entrepreneurs need.
Daniel
Yeung
Broll
Billy
being
taught by
the
instructor
rope
training
4:24 – 4:34
Because this business is human related, and the human
relationship is quite complicated. So we will train the
mentality of the franchise to face different scenarios of
different kinds of conflicts.
6:27 – 6:56
Our accountants will teach them, lecture them how to
read the figures…Then we will monitor and fine tune
and teach them how to implement and apply different
types of market weight. At the same time we will teach
them, for example, promotion.
Liam O’Donovan 17
19. any other
“training”
footage
Broll
(Liam VO)
Franchisees are also provided with a financial
analysis including details about of investment and
critical forecasts of future returns.
Daniel
Yeung
Broll club
footage
pan
across
punching
bags
Daniel
Yeung
2:35 – 2:56
It depends on the area and it also depends on the
budget and that means how much money you get in the
pocket. But the thing is, for example, here there is 7000
square feet and the total investment should be about
3.54 million Hong Kong dollars.
8:35 – 8:46
So in three months you will break even and gaining
profit is always 9 months to a year.
Remaining
Broll
2013
WSME
Expo
footage
Cut back to
boxing
footage
(Liam VO)
The company will be exploring new avenues for
business by exhibiting at the 2014 World SME Expo
in Hong Kong.
In the long term they’re sizing up the relatively
complex challenge of taking on mainland China’s
rapidly evolving market.
Daniel
Yeung
11:59 – 12:28
Actually we have one club in Jiangsu. Because in China,
fitness is just rising. It’s just coming up. So what we are
going to do is offer different types of packages for the
China market. We’re definitely sure the China
marketing is booming. But the franchising scheme is
completely different to what we traditionally offer, but
it works very well.
World SME
logo/date?
End
Liam O’Donovan 18
20. PRESS RELEASES
ADVENTURE CANADA OFFERS UP TO 30% OFF ARCTIC EXPLORER EXPEDITION
The Black Friday and Cyber Monday deals present an opportunity to explore the
untouched and exquisite Canadian Arctic and Greenland with savings of up to $
5098.50 USD per person.
Adventure Canada is offering exceptional discounts on its 2016 Arctic Explorer expedition,
from August 15–26, 2016 aboard the Ocean Endeavour, for both Black Friday and Cyber
Monday. If booked between Friday, November 27, 2015 and Sunday, November 29, 2015 at
3PM, passengers will receive 30% off the berth cost of the trip when booking cabin
categories six and above. This Black Friday offer represents potential savings of $ 3568.50
to $5098.50 USD per traveller.
If passengers book between Cyber Monday, November 30, 2015 and Friday, December 4,
2015 at 3PM, they will receive 25% off the berth cost when booking cabin categories six
and above. Depending on the cabin booked, savings can total between $2973.70 and
$4248.70 USD per traveller.
Arctic Explorer is an unforgettable voyage with a focus on the Canadian Arctic’s wildest and
most remote destinations. Known as the “place with no dawn,” Qausuittuq marks the
beginning of the expedition, where the Ocean Endeavor launches its exploration of the
magnificent Canadian Arctic. Passengers will embark on a historical, cultural and wildlife
tour, starting with a visit to the final resting place of the illfated Franklin Expedition.
Guests will also have the opportunity to gaze across the jawdropping, snowswept cliffs of
Baffin Island in search of polar bears, walrus, and bowhead whales, all while experiencing
the local Inuit culture. Following an adventure through the world’s first Inuitinitiated
whale sanctuary, the ship will plough through the Davis Strait to Greenland, home of the
famous mummies’ discovery outside Uummannaq and the spectacular Sondre Stromfjord.
Arctic Explorer David Reid and author and scientist Jim Halfpenny will be aboard
throughout the voyage to offer their scientific expertise and cultural insight.
Expedition costs includes passage aboard the 198passenger Ocean Endeavour,
predeparture materials, special access permits, entry and park fees, an expert team of
expedition staff, applicable taxes, educational program, interactive workshops, evening
entertainment, guided activities, sightseeing and community visits, all shipboard meals, all
Zodiac excursions, and port fees.
To book aboard the Arctic Explorer expedition and save 2530%, please call
18003637566, or email info@adventurecanada.com.
Liam O’Donovan 19
21. DOUBLE WIN FOR HKTDC VIDEOS AT MarCom AWARDS
Two Video Series Honoured for Creativity and Excellence
10 November 2014 – Two promotional video series produced by the Hong Kong Trade
Development Council (HKTDC) have been honoured in this year’s prestigious MarCom
Awards, an international competition that features the work of marketing and
communication professionals around the world.
Out of over 6,500 entries from across the United States and Canada as well as 15 other
countries, HKTDC’s Hong Kong Business Services, a sevenpart video series introducing
Hong Kong’s services sector won the MarCom’s Platinum Award, while the 10part
Howtodobusiness in Hong Kong video series picked up the Gold Award. “We saw
opportunities to promote both Hong Kong’s business service capabilities and the city’s
friendly small business startup environment in a visual and original manner,” said the
HKTDC’s Head of Corporate Communication, Parker Robinson. “These two shortvideo
series stand as digital brochures that market our city’s advantages. When we conceived and
researched the projects we could not find any such examples of cities promoting their
strengths in this way.”
The Platinum Awardwinning Hong Kong Business Services video series, produced by Siren
Films, provides an eyecatching insight into Hong Kong’s worldclass services sector, which
includes financial, logistics, design and film and digital areas. The Gold Awardwinning How
to do Business in Hong Kong series, produced by Lime* Creative, offers useful firsthand
accounts about the ease of starting and running a company in Hong Kong.
Sponsored by the Association of Marketing and Communication Professionals, the MarCom
Awards honour the excellence, creativity, and work of marketing and communication
professionals around the world.
Liam O’Donovan 20
22. UNIVERSITY OF ALBERTA & COPENHAGEN BUSINESS SCHOOL
BUSINESS, BEER AND BODY CHECKS
How the Lockout has hurt the NHL’s Relationship with Fans and Sponsors
Introduction
Now that skates are being strapped back on and pucks are being dropped, it is imperative
that the NHL exhibits a strong effort to reconnect with its fans and sponsors. While the NHL
and its teams have started a reconciliation process, there still remains some animosity as
hockeylovers were forced to go without their favorite sport while the NHL and the NHLPA
squabbled over fans’ hardearned cash. NHL sponsors are also upset. Kraft Foods, for
example, has cancelled its annual Hockeyville promotion and has moved promotional
dollars elsewhere. The beerdrinking culture associated with hockey has also had a
profound economic impact as sponsor Molson Coors claims it will be seeking financial
compensation from the league. It is up to John Collins, NHL COO, to fix these disintegrated
relationships. The four articles utilized in the following include “Marketing master must
figure out how to regain NHL’s mojo,” by Globe and Mail writer David Shoalts, “Execs weigh
impact on NHL’s future sponsors,” by Terry Lefton and Christopher Botta of SportsBusiness
Journal, “Molson Coors suffers sales blow in Canada from NHL lockout,” by The Canadian
Press, and “NHL Teams open swag vaults to seduce disgruntled fans back to their brand,” by
Donna Spencer, writing for the Montreal Gazette.
Two Minutes for Interference: John Collins may be Playing Shorthanded
NHL COO John Collins rose to prominence during the 200506 NHL season due to his
success in repairing the NHL brand following the disastrous lockout the previous season.
His successes include constructing the Winter Classic into a premier NHL event and
growing the NHL’s digital side (Shoalts, 2013). All of this led to the NHL enjoying record
revenue right up to the moment the owners locked out the players once again (Shoalts,
2013). Although the season has finally begun, Collins’ work may not be as easy as it was
following the last lockout. First, he does not get the added bounce of a new version of the
game thanks to new rules and philosophies that were indoctrinated following the 200405
lockout (Shoalts, 2013). Furthermore, the cancellation of both the Winter Classic and the
NHL AllStar Game leaves him with few signature events to market (Shoalts, 2013).
Another area that poses a challenge to Collins is rebuilding brand equity and momentum in
weaker NHL markets. Peter Luukko, president and CEO of ComcastSpectacor, which owns
the Philadelphia Flyers, believes that the league’s weaker markets will resume play having
even more challenges of getting attention. “Fanwise, the return will be market driven,” said
Luukko. “You have to be concerned about some of the markets where we aren’t as strong.
Where will they be?” (Lefton & Botta, 2012). The worst part, however, is that Collins and
his counterparts with each NHL team are facing a seething group of fans, sponsors and
business partners (Shoalts, 2013).
Liam O’Donovan 21
23. Five Minutes for Fighting: The NHL vs. Its Sponsors
In professional sports, sponsorships can be a huge source of income and the lockout has
not done any favors for the NHL in this regard. Michael Neuman, the managing partner for
Scout Sports and Entertainment, says he would be concerned if he were advising a potential
NHL sponsor, as there have now been three lockouts since 1993 (Lefton & Botta, 2012).
Currently, two major NHL sponsors have taken measures to protect themselves from the
financial downturn occurring because of the lockout. Kraft Foods has canceled its annual
Hockeyville promotion, the largest activation staged by any single NHL sponsor and has
instead donated $1 million to Hockey Canada (Lefton & Botta, 2012). This further reflects
the sentiment of Peter Luukko who also noted that national sponsors would eventually
have to move their dollars elsewhere (Lefton & Botta, 2012).
Molson Coors, however, has taken a different approach. The NHL’s largest sponsor claims
that the NHL lockout has reduced beer sales across Canada and they will consequently seek
financial compensation from the league over this negative impact (The Canadian Press,
2012). Molson Coors CEO Peter Swinburn suggests that it is difficult to replicate the
economic impact that hockey has on beer sales. For example, people consume at the game,
at bars near the game, or at home while watching the game (The Canadian Press, 2012).
The company may have a legitimate case as sponsors have clauses in their NHL contracts
granting relief in the event of a work stoppage (Lefton & Botta, 2012).
Fortunately for the NHL, many people in the business have credited John Collins for his
transparency with sponsors during the lockout (Lefton & Botta, 2012). For example, VP of
marketing insights and services for Kraft Canada, Jack Hewitt, has said that they have been
in regular communication with Collins and NHL Commissioner Gary Bettman (Lefton &
Botta, 2012). This transparency is paramount, as evidenced by Collins’ successes following
the last lockout including attracting new sponsors and resigning existing ones to better
deals (Shoalts, 2013). Many believe that signing new corporate sponsors will be the
league’s biggest challenge postlockout, but Collins may have an advantage this time around
as social and digital media allow sponsors to activate and plan to activate much more
quickly (Lefton & Botta, 2012).
Ten Minutes for Unsportsmanlike Misconduct: The NHL Takes a Major Penalty with
Fans
The NHL has had a very good relationship with fans since the last lockout and this has led
to unprecedented high levels of revenue. In fact, ESPN.com reported Collins thought the
league could add $300 million in new revenue in the next three years (Shoalts, 2013).
Although the lockout may have thrown a wrench in those plans, NHL teams have been
wooing fans back with apologies, open practices and free pop and popcorn (Spencer, 2013).
The NHL itself has also taken action with fullpage newspaper apologies and free tshirt
giveaways (Spencer, 2013). Cary Kaplan of the Cosmos Sports Marketing firm in
Mississauga, Ontario, however, believes that these short term solutions are disappointing
and that the NHL should be making longterm commitments in order to build strong
relationships with fans (Spencer, 2013). Winning back the trust of fans may one of the
major challenges that Collins and the NHL face and it may be a long time coming. Former
NHL Enterprises President Ed Horne, now COO of Madison Avenue Sports and
Entertainment, believes the NHL can utilize another lengthy shutdown as an opportunity to
Liam O’Donovan 22
24. rebrand. Referencing the previous two lockouts, Horne says that, “We had a new story to
tell about the game coming back better than ever and with new marketing efforts.” (Lefton
& Botta, 2012).
Conclusion
The NHL has soared to high popularity and record profits since the return of hockey
following the 200405 lockout. But now as the NHL returns after its third lockout since
1993, John Collins, COO for the NHL, has his hands full in repairing relationships with both
fans and sponsors. Reconnecting with fans may be slightly more difficult this time around,
especially in traditionally weaker markets. Although both the NHL and its teams have
started making amends with fans, their intentions should be both genuine and long term.
Furthermore, the key to fixing relationships with sponsors such as Kraft Foods and Molson
Coors is transparency and constant communication. Only time will tell if Collins’ financial
forecasts for the next few years will ring true.
Liam O’Donovan 23
25. A REVIEW OF PETER FRITZSCHE’S
“MACHINE DREAMS: AIRMINDEDNESS AND THE REINVENTION OF GERMANY”
Technological innovation born in the 1800’s spilled into the twentiethcentury with
grandeur and excitement. The automobile became more prominent, men took to the skies,
and armies slaughtered each other with newfound destruction. One of the most important
innovations to be born out of this new technological age was the airplane. The advent of the
airplane, while simple in its infancy, would go on to have far reaching political, cultural, and
economic effects. One of its most lasting and compelling contributions to the
twentiethcentury would be its capability in war. During the Great War, pilots could drop
their grenades on the trenches below while bombers could wreak havoc on cities and
civilians. The carnage of the Great War shook the foundations of European society,
particularly that of Germany. Following their defeat at the hands of the Allies, Germany was
completely devastated by the Versailles treaty. Surprisingly enough, the airplane provided
an outlet for the country to once again become a powerful European nation. German
“airmindedness” played an integral role in this following the First World War. Author and
historian Peter Fritzsche, in his article “Machine Dreams: Airmindedness and the
Reinvention of Germany” (American Historical Review, Vol. 98, No. 3 (June, 1933), 685709.
JSTOR. Web. March. 2011.), is not only astute, but also enlightening in describing the effects
of airmindedness on the political and cultural reformation of Germany following WW1.
Using a variety of welldiversified sources, he successfully develops his thesis in a logical,
coherent manner. In doing so, he provides the reader with a refreshing look at several
themes that resonated across Europe for much of the modern era.
Focusing on airmindedness in his article, Fritzsche examines “how the sites of technological
vulnerability after WW1 provided congenial locations for political experimentation in
Germany and explores more generally the links between twentiethcentury technology and
the authoritarian state.” (p.688) He structures his article effectively, beginning with
pretwentiethcentury literary visions of the air age and then moving on to the Great War,
its aftermath, and the rise of the Nazis, describing airmindedness and how it thrived in
Germany through these stages. His prime analysis involves explaining how technology and
ultimately, airmindedness was key in the remobilization of German citizens and the
conditioning of Germany for the rise of the Nazi state. In particular he explores the ideas of
discipline, authority, chaos and jeopardy after World War 1, and how the Nazis exploited
these to create their authoritarian state. He also explores, in the context of airmindedness,
advancements in technology, growing German nationalism, social reform and degeneracy,
mass culture, and the expanding role of women in society.
Fritzsche uses a variety of sources, which allows for a very well rounded, diversified
analysis. The majority of his sources were primary, written between the late
nineteenthcentury and the 1930’s. These sources, such as the German periodical Gasschutz
und Luftschutz (Gas Defense and Civil Air Defense), provide firsthand accounts of the
German civilian mindset in the 1930’s. For example, Fritzsche quotes from this periodical “a
strongwilled leader was desperately needed,” (p.698) and “proper air defense
required...unconditional subordination from each individual toward the state.” (p.698) This
source helps Fritzsche emphasize the point that Germany was ripe for authoritarian
leadership. He also uses a German magazine from the 1930’s entitled Die Sirene to help
strengthen his thoughts on the growing role of women in Germany at the time. The
Liam O’Donovan 24
26. magazine, for example, warned German women “not to see their responsibilities restricted
to house and home.” (p.704) These types of sources are first hand accounts that give insight
into the German mindset that might otherwise be based on speculation.
Several of his sources, however, could lead to bias. He often quotes German nationalists
such as Ernst Junger, Carl Schmitt, and Erich Ludendorff. While these men may have been
prominent German citizens and therefore their ideas may have been reflective of the
German people, the author may have been making assumptions regarding true public
sentiment. Regardless, the ideas of these intellectuals are insightful and support Fritzsche’s
main thesis. For example, Carl Schmitt is quoted as saying that “the technological and
psychological demands of total war put a premium on the ability of the state to mobilize
citizens.” (p.696) He also quotes from secondary sources such as books written about
military theorists Hugh Trenchard and Billy Mitchell. While the ideas of these two men
strengthen Fritzsche’s argument by providing a militaristic insight (many of his other
sources provide more cultural insights), it is possible that their ideas were biased as well as
those of the authors who wrote their books. Overall, Fritzsche does an excellent job in
incorporating all of his sources into one, coherent argument and even suggests alternatives
to his conclusions. At one point early in the article for example, he lays out conclusions
from different historians and then provides his own, showing that his article is not just
onesided, but takes into consideration other perspectives as well.
Photographs and images were also an integral part of Fritzsche’s article and were effective
in a number of ways. First of all, the use of images allows the reader a clear visual along
with more abstract ideas. In the intro, for example, he draws on works from luminaries
such as Gustave Flaubert, Victor Hugo and H.G. Wells, who paint a wellilluminated picture
of the extensive power and capabilities of the airplane. Wells “predicted that a future
conflict would leave Europe ravaged by air attacks, making the "bombing of those 'prentice
days," 19141918, look like "child's play."”(p.686) Fritzsche juxtaposes this with an image
from the German Die Woche in 1931, which depicts a city being laid to waste by multiple
bombers in the sky. (p.687) By using this imagery, Fritzsche keeps the reader entertained
by conjuring images of these new, technologically advanced machines ripping through the
night sky. He also shows pictures from German newspapers and magazines from the 1930’s
to show the different uses of airmindedness in German propaganda. These are effective
because it exposes the reader to the kind of images German citizens would have regularly
seen and thus aids in his argument about the airmindedness of Germany.
Besides the use of images, there is one other thing that Fritzsche does well in his article and
it happens to be the most intriguing. And that is how he shows how airmindedness assisted
in growing ideals that were representative of Germany during the first half of the
twentieth century. Fascism for example, developed in the 1920’s as a political movement
seeking mass mobilization and this is reflected in Fritzsche’s article. He claims, “German
nationalists grasped the images of planes and pilots because they thought about the future
in terms of national mobilization.” (p.709) He also touches on the panEuropean
experiences of mass culture and mass spectacle when he discusses the cultural
phenomenon of gliding that grew in Germany throughout the 1930’s. Furthermore, the idea
of the “New Woman” is reflective in his article. As previously mentioned, he demonstrates
how airmindedness was integral in growing a larger role for women in society. These
examples show that Fritzsche displays an aptitude for seeing the larger context of his own
Liam O’Donovan 25
27. ideas and at the same time provides the reader with a new look at how several popular
themes of the twentiethcentury came to pass.
However, not every article is perfect. There were some things Fritzsche left out that could
have possibly strengthened his argument. He mentions early in his article how
airmindedness existed in Britain and France as well but does not go into too much detail. A
more thorough analysis of this could have strengthened his argument about the importance
of airmindedness in Germany. Near the end he discusses how the German public faired
quite well under Allied bomber attack, however it is largely believed that the British public
did so as well during the Battle of Britain and late in the war when Hitler was launching his
V2 rockets on English cities. Fritzsche is adamant about airmindedness in Germany, but the
fact that there were similar outcomes of composure and control during crisis in both
countries, could downplay the importance of airmindedness that he claims. He does,
however, mention that the threat of war caused one in three Parisians to leave the city in
1939. (p.707) The article, though, was never intended to be a crossexamination. Its intent
was not an exploration of panEuropean airmindedness and the fact that his thesis is based
on authoritarianism should give the reader a clue to the difference between Germany and
Western Europe. Taken for what it is, the article is an extraordinary description of the link
between technology, nationalism, and ultimately authoritarianism in postWW1 Europe.
Fritzsche’s conclusions are important because airmindedness essentially helped shape
Germany in a way that allowed Fascism and authoritarianism to thrive. They have far
reaching implications because the Nazis were able to have the full support of the people
and Hitler could have his war. The ultimate irony is that airmindedness, which according to
Peter Fritzsche led to the rise of authoritarianism, would ultimately destroy it. By 1945
German cities were, in some cases, obliterated by Allied bombers. Fritzsche’s article is
informative, entertaining, and beyond all, enlightening. He really makes one think of the
power that airmindedness can have in our world. All you have to do is look at the
technological innovations in air power that occurred at the end of the Second World War,
throughout the Cold War, and into the modern era. From Hiroshima and Nagasaki to the
Cuban Missile Crisis and beyond, the world stood on the brink of destruction for the latter
half of the twentiethcentury because two superpowers held the keys to the skies.
Liam O’Donovan 26
28. MISCELLANEOUS
MARKETING COPY SAMPLES FOR DATASOURCE INTERNATIONAL LIMITED, HK
The following copy was written for children’s products based on pictures of toys and each
toy’s listed parts and specifications. I was charged with creating a catchy slogan for each toy
and writing a creative, three to foursentence description for each.
12CM Bendable Wood ModernFamily Grandpa Doll
Help complete the family doll set with the wisest man in the family – Grandpa!
This grandpa is no slouch. His bendable arms and legs allow for enough movement to keep
up with the rest of the family! This toy is a great chance for your kids to play and bond with
their grandparents. Maybe even grandpa himself can get in on the fun! This wooden doll is
well crafted in detail and is perfect for kids who are aged 3 and up.
12 PC Family Bathroom Toy Set
Kids can reenact their splashiest moments with this toy bathroom set.
Rubadubdub! There’s a yellow ducky swimming in this tub! Children will love spending
hours playing with this toy bathroom set. Not only that, but you can also use it to help teach
proper bathroom etiquette and safety.
12PC Wooden Master Bedroom Set
For kids, it’s always too early to go to bed!
Before they do, let them play with this wooden master bedroom set to get them in the
mood for sleeping. Hate when they mess up your bedroom? Well they’ll love rearranging
this bedroom set and you’ll be surprised what they might come up with! This bedroom set
includes a bed, lamp, two dressers and more!
Plastic Remote Control Horse Loader
It’s time to bring in the big rig for some heavy lifting!
With a bucket that can be raised and lowered, this beast of a machine is pretty close to the
real deal. Ideal for young, intuitive minds, this horse loader can help build pretty much
anything the imagination conspires. Battery operated; it can drive both forward and in
reverse, allowing for hours of creative playtime.
2PC Plastic Police Launcher Play Set
Catch criminals faster than ever!
Every boy dreams about being a police office and fighting crime at one point or another.
Now they can experience what it’s really like to go after criminals in a highspeed car chase!
The Police Launcher Set rockets the freewheeling police car at the flip of a switch to
amazing speeds, ensuring no criminal gets away.
Liam O’Donovan 27
29. 36CM Plastic Battery Operated Pteranodon
It’s a bird! It’s a plane! It’s a Pteranodon!
Once a fearsome feature in the sky, the Pteranodon has long been extinct. But now it’s back
and just as fierce as ever. With glowing eyes, moveable legs and realistic sound effects, this
toy Pteranodon is not only great for entertainment, but for education as well. Kids will
surely be enthused by the history of this once formidable creature.
24CM Battery Operated Velociraptor
Hear the roar of one of history’s most vaunted predators!
Stalk your living room with this batteryoperated Velociraptor that features lifelike sounds
and realistic movements. Combine this with other dinosaurs and play with your friends to
bring the Jurassic period back to life.
RC Off Road Jeep Wrangler
No pavement? No problem!
This fully functional off road machine will blow you away with its oversized wheels that
smooth out the bumps and keep you driving strong. Whether you’re cruising through the
jungle or the desert, precision wheel alignment wheel keep you on your path. Comes in red
with a 6V battery included.
RC Off Road Mopar Jeep
Stalk the night in the Mopar Jeep!
This dark, brooding hulk is a beast on wheels. Powered by its 6.4V lithiumion battery, this
remote control jeep has the power to get through any obstacles in its way. With a jet black
finish and controlled by a 27MHZ frequency, this Jeep is perfect for adventurers 6 and
older.
RC Ferrari
This Ferrari is perfect for those with a need for speed!
This fully functional radio controlled sports car comes brimming with exquisite detail.
From the perfect red paint job to the Ferrari logo itself, you’ll have all your friends jealous
when you’re driving this around. But this car is not just all looks; with lightning quick speed
and agile handling, this super car is the best thing on four wheels.
Spy Guy Secret Mission Set
Become the next super spy with the Spy Guy Secret Mission Set
With a secret message decoder, disc shot, binoculars, and spy passport, this set has
everything you need to become the next James Bond or Jason Bourne. Use the binoculars
to spy on your foes and the disc shot to escape from a fight. Don’t forget to look in your spy
passport for your secret mission!
Liam O’Donovan 28
