HONG KONG: Asia’s first global online auction site, emaimai.com, is in talks with several PR agencies for a major consumer and financial campaign to roll out in Asia and North America this summer.
HONG KONG: Asia’s first global online auction site, emaimai.com, is
in talks with several PR agencies for a major consumer and financial
campaign to roll out in Asia and North America this summer.
The start-up has allotted a 12-month marketing budget for PR and
Among the agencies in the mix for the business are Forrest
International, Hill & Knowlton, Newell, Ogilvy and Thematic
What distinguishes the site from the glut of online auctioneers is its
market-specific focus. Content will target the global Chinese community
in simplified character Chinese and English, and the site will hawk
collectibles ranging from Chinese antiques to baseball cards.
Emaimai.com VP of marketing Michael Geraghty said a single agency may be
selected for both the consumer and the financial work, but a two-agency
model will be considered as well. ’Because of the exciting content -
especially as it relates to entertainment - PR will be very important in
reaching consumers and the investment community,’ he said.
The company is funded by a mixture of individual investors (including a
consortium of Hollywood backers) and two VC firms. The individuals,
whose names will be revealed in upcoming weeks, are rumored to work in
film production at some of Hollywood’s largest studios.
The site’s PR will be divided into a consumer segment targeted at
potential visitors and an IR program aimed at the financial community.
’We will have a lot of content which will be very newsworthy,’ Geraghty
promised, noting that the site’s launch PR will begin in Hong Kong then
roll out in Asia and eventually North America.
’The US financial market - being larger than the Asia market - will be
key for the financial side, but the consumer campaign will be more
important in Asia,’ he added.