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(May 29, 2014, Beijing) “New World．City Trace Memories - A Tribute to Intangible Cultural Heritage” jointly launched by New World China Land (“NWCL”, HK stock code: 917), a team of art professors from Tsinghua University and Chinese Culture Management Association has garnered a Gold Award in the category of “Community Relations – Culture, Sports and Public Relations” in the 11th China Golden Awards for Excellence In Public Relations. 

New World．City Trace Memories - A Tribute to Intangible Cultural Heritage” was a four-month nationwide event held by NWCL in 2013, which aims at promoting intangible cultural heritage and igniting people’s passion towards preserving traditional culture. 

The event involved roving exhibitions in Shenyang, Jinan, Wuhan, Chengdu, Guiyang and Guangzhou. The inheritors of intangible cultural heritage were invited to demonstrate their craftsmanship in the exhibitions while an online voting activity was also held, providing a platform for public to experience the gem of the traditional culture. Finally, “Sichuan shadow puppet show, Shandong nut-carving, Shenyang song-and-dance duet, Hubei Wudang martial arts, Guangdong dragon boat and Guizhou Miao embroidery” have been elected as “My Favourite Intangible Cultural Heritage Items”. The team of art professors then created sculptures based on the shortlisted items and the final art pieces will be placed in the local communities. 

The biennial China Golden Awards for Excellence in Public Relations is organised by the China International Public Relations Association which recognises influential public relations projects, brands and figures in China and around the globe. Running for its 11th time , the award is one of the most prestigious and respected public relations awards in China with a judging panel comprising public relations experts, scholars and media veterans.