Public Relations Campaign for Feng’s (2013)

RED

CLIENT PROFILE

Foshan Feng’s Woodblock New Year Prints CO. (佛山冯氏木版年画), founded in 1998, is a woodblock New Year prints producer hatched on the older neighborhoods of Foshan. It is the only traditional woodblock New Year prints maker in the Lingnan region. Foshan Feng’s woodblock New Year prints (Feng’s) is actually originated from woodblock printing of the Song Dynasty and is the extension of a time-honored workshop, Feng Jun Workshop (冯均记).

Feng’s Distinctions

1.    Carrier of the Lingnan Culture.

2.    Red Background:

The most prominent feature that differentiates Feng’s New Year prints from others is their red background. Adding red as the background color in the New Year prints is a unique process in production. This gives the prints striking backgrounds and also makes them more festive.

3.    Door God Prints:

Feng’s is most famous for its door god prints. The founder of Feng’s, Feng Jun is regarded as the “door-god Jun” (门神均). The distinctive door god figures have become the icon of Fung’s.

INSIGHT

Feng’s focuses on expending their business in two markets: the art and collectibles market and the mass market. Besides, in the hope of making this Chinese historical folk art stand the test of time and space, Feng’s is strongly willing to spread it to the youth (students) and foreign friends. Based on the available resources for Feng’s and the PR team, college students and foreigners in the Lingnan region (Guangzhou, Shenzhen, Hong Kong, Macao, and Zhuhai) are defined as the primary target audience. Because of its innovative and international education achievements, Hong Kong Baptist University, United International College (UIC, located in Zhuhai) was chosen to be the venue of the first event.

Several focus group studies were conducted to examine the target audience’s knowledge, attitude and (potential) behavior regarding Chinese woodblock New Year prints and platforms or formats they prefer to receive messages through. After the research, the theme of Heritage and Innovation was proposed, which should be presented in the formats of exhibition (off line) and blog (on line). The overall communication goals are: raising brand awareness, providing in-depth brand knowledge and generating positive word-of-mouth.

BLOG

Feng’s official English blog (http://blog.163.com/fs_woodblockprints/)

This English blog is created as a long-term showcase and information center for Feng’s. Nine articles were published and each one conveys a special message to the audience as the following table shows. However after the PR team fulfilled the one semester internship, the blog was out of update in the beginning of May last year.

Article NO.

Topic

Article 1

What is Foshan Woodblock New Year Prints?

Article 2

The History of Foshan Woodblock New-year Prints

Article 3

The History of Feng’s

Article 4

Documentary Video Promoting

Article 5

Event Forecast

Article 6

Event Review

Article 7

The Moral of Foshan Woodblock New Year Prints

Article 8

Derivative Products

Article 9

Guide to Find Feng’s Century-old Workshop

EXHIBITION

丹 (Red)

  • Preface

《仪礼》:画者丹质。古中国,“丹”、“青”连用指代画,千愁万绪皆为竹帛所载,丹青所绘。南方属丹色,佛山木版年画之丹红源于淬炼银珠,经年流转,明艳难易。丹亦喻赤忱。色相、粤调、香道、手工、画艺,通此五觉即以赤忱之心演绎丹色之展。——周律

(Brief explanation of the key message: 丹)

Red

Red

  • Plot

—Overt

Five Exhibition Areas: 畫,馮,坊,革,者

It is not doubt that the information of Foshan woodblock New-year prints is enormous and complex. In order to facilitate a thorough understanding of it, the exhibition hall was zoned into five areas: 畫(Painting),馮(Feng’s),坊(Workshop),革(Innovation),者(The People). Each area stands for a specific elaboration of Foshan woodblock New-year prints.

Space Setting

Space Setting

畫 area focuses on introducing Foshan woodblock New-year prints, including the history and new development.

畫

馮 area presents the family (brand) story and shows the master pieces of Feng’s.

馮

坊 area reflects the prototypal of Feng’s traditional workshops offering visitors a glimpse into the traditional production processes. It is also an interactive zone for visitors to get first-hand experience in making this handicraft.

坊

革 area releases the new subjects and modern development of Feng’s.

革

者 area is a platform for visitors to display the works they made in the 坊 area.

者

—Covert

The theme of Heritage & Innovation

The theme is more like an unspoken commitment to the public and a call for concern and action, which merged into everything and strung everything together.

  • Highlight

—Outer

Chinese Lantern

To make the venue itself an attraction and leave the audience a strong first impression, the transparent circular exhibition hall was exquisitely decorated in the inspiration of Chinese lantern. The whole glass wall was covered with a layer of Chinese rice papers, which made the building look like a glowing lantern, especially at night.

Chinese Lantern

Chinese Lantern

—Inner

Five Senses Integration

Aimed to provide visitors an impressive and unforgettable exhibition, a brand-new five senses experience was integrated into the event smoothly. See the red color, listen to the Cantonese Opera (background music), smell the Yulan (a symbolic flower of Foshan) incense, touch the aged painter’s paraphernalia and consequently “taste” the art in a spiritual level.

Smell

Smell

Touch

Touch

  • Interaction

—Opening

A pair of photographing boards, featuring door gods, was set up at the start. It became one of the spotlights and created buzz.

Door Gods

Door Gods

—Ending

As mentioned before, 者 area was designed to wind up the whole event by showing people’s participation and support.

者

CREATIVES

  • Pre-event

—Poster

Poster

Poster

—Invitations

(for guests)

Invitation for guests

Invitation for guests

(for media)

Invitation for media

Invitation for media

 

  •  Post-event

—Exhibition Brochure

Brochure

Brochure

—Souvenirs

(Postcard Set)

Postcard Set

Postcard Set

(Document Folder)

Document Folder

Document Folder 

BUDGET (around 200 pounds)

Red Exhibition in UIC

Category

Item

Expense (RMB)

Exhibition Hall Decoration Material

Red rice papers

400

White rice papers

50

Tablecloths

80

Incense burner

150

Magnolia incenses

48

Photographing boards

180

Wooden clips

10

Gouaches

280

Chinese pastes

30

Sign-in book

20

Instrument

Hemp ropes

30

Scissors

40

Chinese writing brushes

130

Double-side adhesive tapes

48

Single-side adhesive tapes

20

Brushes

32

Pens

20

Print Material

Posters

70

Invitations

140

Cover of the sign-in book

5

Exhibition decoration print materials

48

Photos

15

Food and Water Expense

Lunch and dinner: 2 person

89

Transportation Expense

300

TOTAL

2,235

EVALUATION

  • Footprint: 2000+ visitors (during three days).
  • Media Coverage: 5 local media positively reported the event.
  •  Visitors’ Attitude: According to the survey (500+ questionnaires) results, over 90% of the interviewees felt strongly satisfied about the exhibition itself.
  •  Visitors’ Knowledge: Over 70% of the interviewees agree that the event offered a well organized knowledge on Foshan Woodblock New Year Prints and made them become more interested in it.
conducting survey

conducting survey

EPILOGUE

Almost one year later, when I look back on this project, still I am so so so proud of what we have done. By making full use of the very limited resources, we accomplished a unique interpretation of Foshan woodblock New-year prints within its enchanting cultural and historical context. As PRers, we indeed tried our best and used our way to enrich and enhance this priceless folk art. All the memories and passions will stay as bright and beautiful as the burning red.

The People

The People

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