Reinforcing a property developer’s corporate vision at 50
Reinforcing a property developer’s corporate vision through media relations and influencer marketing in a comprehensive 50th Anniversary campaign.
Challenge
Shaping and differentiating corporate positioning.
Sino Group celebrated its 50th anniversary in 2021 with a year-long campaign to strengthen brand positioning in the market. To differentiate Sino Group from other leading property developers in Hong Kong, the communication efforts focus on positioning Sino Group as a trusted property developer with the vision of “Building Better Lifescapes”. A holistic programme is planned to visualise the Group’s Green Living, Innovative Design and Community initiatives.
From launching a citywide Lucky Draw to support vaccination in Hong Kong, to announcing massive donations, the PR strategy requires extensive sentiment analysis and careful storytelling that uphold brand reputation and avoid any potential crisis locally and internationally.
Approach
Strategy: A holistic year-long PR program focuses on three message pillars - Green Living, Innovative Design and Community, to create impactful headlines that differentiate the brand.
Storytelling: Created unique storylines leveraging each touch point to connect corporate messaging back to the “Creating Better Lifescapes” vision.
Credibility: Focused on driving regional and international exposure with the Group’s latest prop tech innovation and vision towards shaping the future of living.
Engage: Strengthened relationships with media and KOLs through exclusive media catch-up occasions, and partnerships with KOLs to create unique social media content for each campaign.
Thought Leadership: Identified and leveraged media beats to communicate corporate vision by C-suite and management spokespersons across business, innovation, community, HR, real estate, green, art and culture talking points.
Outcomes
- Earned over 1,700 media stories over the year long campaign.
- Achieved 95.9% message penetration across coverage and 100% positive sentiment.
- Demonstrated executive leadership by securing media interviews with target top tier business publications.
