Launching Asia's first 'artisinal home' concept
Building a strong narrative for a luxury hotel and serviced apartment brand.
Challenge
K11 ARTUS, Asia’s first ‘artisanal home’ concept and the residences for global cultural creatives, opened in June 2019. Sinclair was appointed in September 2019 to help raise awareness for the brand and ensure understanding for the unique concept across global markets.
Masterminded by Adrian Cheng, K11 ARTUS is an ultra-private, ultra-luxury residential experience that inspires cultural discovery and intellectual exchanges. K11 ARTUS combines the word “Art” and the Latin term “Domus”, meaning “home”, to create a luxurious living space that seamlessly blends with unique and stimulating art pieces. It is a complete reinvention of luxury living for an international audience.
The key challenge was to reach the desired target audiences around the world, driving desire to visit and stay at K11 ARTUS when in Hong Kong. Since international travel has been restricted due to COVID-19, the team needed to pivot strategy and ensure K11 ARTUS was a top staycation choice for Hongkongers.
Approach
Insight: With multiple messages shared about K11 ARTUS, an entirely new residential experience in Asia, prior to opening, there was still lack of understanding amongst the media and public about what exactly K11 ARTUS was.
Narrative: Developed strong key messages to ensure sound understanding of the unique living concept. The narrative and messaging was tweaked to resonate with the different target audiences in different parts of the world.
Strategy: A strong press release that announced the official opening of K11 ARTUS and fully introducing the concept and offering clearly, was distributed to relevant media in multiple markets. With reduced international travel possible, we communicated about K11 ARTUS’s range of staycation packages. Press releases were accompanied by targeted and tailored pitching angles.
Engage: Select top tier media from high profile national and international publications were invited to stay at K11 ARTUS, resulting in in-depth reviews across a variety of media beats in different target markets.
Events: To generate greater understanding for K11 ARTUS and introduce the brand and concept in a fun and engaging way, media events were hosted, each of which was targeted to engage the beat the media covered, for example arts, dining, and travel.
Partnerships: Sinclair helped introduce K11 ARTUS to the Hong Kong Ballet given their shared audiences, and K11 ARTUS is now a key sponsor of the ballet.
Outcomes
- Achieved coverage of over 1,000 in local, regional and international publications – with over 80% in tier 1 target publications in a one year period.
- Earned reach of over 260 billion across one year.
- All coverage was 100% positive or neutral in sentiment.
