Microsoft – Media Relations

Microsoft’s world-class research arm Microsoft Research Asia (MSRA) and Orient Overseas Container Line Limited (OOCL) partnered to apply Artificial Intelligence (AI) research to improve network operations and achieve efficiencies within the shipping industry. We were charged with announcing the partnership to the media, and we needed to ensure two key messages were pulled through: MSRA’s leading position in AI research and its nurturing of AI talent.

We maximised media exposure by developing bilingual press materials, organising a press event and arranging interviews with MSRA and OOCL executives in top tier media. All content was then amplified on the two partner’s social media channels.

Members of the media from different verticals including local news, business, and technology attended the press event, leading to more than 80 pieces of print and online coverage across Hong Kong and the region, much of which carried in-depth discussions on the use of AI. MSRA also received positive business results with several enquiries from major shipping companies thanks to the widespread media coverage.