InterContinental Hotels & Resorts supported two Britons in driving the new series of Aston Martin from Tokyo to London on an epic journey along the newly completed Asia-Pacific Highway bringing world attention to road safety awareness and raising money to help save children from deaths and injury on the roads. Beijing was the third station they passed, InterContinental Beijing Financial Street proudly host the media press conference and send-off for the fourth station.

Aside from Public Relations support to the overall global InterContinental Hotels & Resorts, support from MARCOM office was extended to assist in logistic issues, preparing press conference and follow up on after event enquiries.

Coverage Analysis Regarding Driving Home Road Safety 2007 Press Conference
Total Clipping: 29
Impression: 17,980,000
Ad Value: USD 49,665
Collected over 29 clippings on the press conferece.16 press clippings, 11 website clippings and 2 TV clippings were generated. The total impressions amounted around 17,980,000 and the Ad value was USD 49,665, turning out ROI of 18.63.