Lu Ban Wokstar winner unveiled

Lu Ban Wokstar winner

Over the course of the past six weeks Auvent PR has been delivering PR support for the new Wokstar hospitality competition for college students.

We have worked with Lu Ban Restaurant, which held the final in mid-June, and Lu Ban Foundation – a charitable organisation aimed at supporting Chinese Culinary Arts, to deliver a wide range of PR across various regions and sectors.

The Wokstar PR results have included significant regional coverage for each heat winner, a local BBC radio interview for Lu Ban executive chef director Dave Critchley, plus coverage in education and hospitality trade titles.

As well as sharing the success of the Wokstar contest, which was won by Middlesbrough College student Jean-Claudine Villanueva, the PR has also included wider messaging on the career possibilties and showcasing the skills and ingredients in Chinese cuisine.

We also liaised with freelance journalists to secure significant coverage in Chinese titles, to raise the profile of the activities being done by Lu Ban.

With the Wokstar competition concluded, we are not only evaluating the media coverage gained, but also ways to enhance and improve it for next year.

Selected coverage

China Daily, Global Times, Birkenhead News, FE News, Educate Magazine.