While Chinese walls are often erected in agencies it’s not often
that PR people are expected to climb over them.
This was the task faced by Christian Judge, account manager at
Grandfield, when working for client London International Group, better
known as manufacturers of Durex.
Judge was handling the media activity surrounding LIG’s entry into
China, the world’s second biggest condom market, and was tasked with
getting pictures of its chief executive and chairman on the Great Wall
of China over to British picture editors in time for the Tuesday
editions of last week’s papers.
However, he faced a technological nightmare. ’Access to ISDN lines is
severely restricted in China,’ Judge says. Apparently it costs over
pounds 200 to use a line for 20 minutes if you can find one.
After a few false starts Judge arranged to use Reuters line in Beijing
but the ISDN operator had decided to disappear for an early evening
Eventually however, a backup e-mail version of the pics arrived in
London and freelance photographer Tony Andrews downloaded the files and
captioned them before sending them to picture desks.
All the effort was worth it. The pictures were used by the Daily Mail
and the Financial Times.