We are a dynamic lifestyle communications agency that has been helping leading lifestyle and hospitality brands convey their true essence for the past decade. Our strength in storytelling and digital has truly been instrumental in helping our clients drive results and ROI.
FIVE GUYS BURGERS AND FRIES
American cult burger and fries joint Five Guys opened its first ever Singapore store in December 2019. Founded in 1986 in Washington, D.C., Five Guys stands by its simple ethos of quality food and service in a casual setting. With no freezers, microwaves or timers in the kitchens, all ingredients – from its hand-pressed beef patties to its hand-cut fries to its produce – are prepared fresh daily.
Believing that quality food speaks for itself, Five Guys sought to educate its customers in Singapore on how their food is stored, prepared and cooked. Though a private media launch with slightly over 80 attendees, we introduced how Five Guys ensures quality from kitchen to table to local media and key opinion leaders in food and beverage community.
Beyond it being a usual food tasting session, live cooking and food ordering demonstrations were conducted to leverage on the brand’s open kitchen concept and highly customisable menu.
For instance, Five Guys conducts fry calibrations twice a day (once for the day shift and once for the night shift) to ensure a perfect Five Guys fry. Quality is not taken for granted as they identify how fries are affected by different variables such as the age of the oil used, the origin of the potatoes and the time of the year the potatoes were grown. Lastly, without using any timer, the crew are trained to identify the perfect doneness of the fry, which is described to be “firm on the outside, with a mash potato centre”.
When asked what sets Five Guys apart from other burger restaurants, we have always emphasised on how the brand remains true to itself. From the food to keeping the dining area clean and tidy, the dedication to achieving their personal best shows for itself.
In the media, Five Guys was featured in 35 different publications in December alone, and in notable titles such as The Straits Times, Lianhe Wanbao, The New Paper, 8 Days, CNA Lifestyle, The Business Insider, Time Out and BURO. Five Guys also received exclusive interviews with 8 Days, Money 89.3 FM and Nikkei Asian Review.
Launching the social media pages concurrently with the media event, we saw an optimistic 34% increase in followers within a day. The buzz generated on social media enabled Five Guys Singapore’s Instagram page to surpass 1K followers before the end of December 2019. With interactive and engaging content being rolled out weekly, Five Guys Singapore’s social media pages have seen an increase of an average of 150 followers every month.
Launched in December 2017, 1880 is a born-in-Singapore members club located on the third floor of InterContinental Robertson Quay. It was borne out of the idea that conversations make the world a better place, and thus aims to be a place to create conversations that will make a positive change in society. To do so, it has 4 central pillars that all have the aim of inspiring conversations – events, hospitality, design, and members. It also seeks to be a change-maker through its 3 tenets – inspiring conversations, being a figurative golf-course for women, and redefining work-life balance. 1880 is helmed by a stellar team of hospitality, events, and business professionals; and its interior is designed by the illustrious Timothy Oulton.
To position 1880 as the pioneer of a new generation of members’ clubs, with its central aim being to inspire conversations that will lead to positive change in society. Instead of being exclusive enclaves for old money-types and dominated by males, it focuses on the individual personality and character of their members. The brief was also to earn substantial media coverage in leading titles across the entire media landscape.
1880 is now one of the most talked about members’ clubs in Singapore, and is known to be a leader in revamping the image of members’ clubs as well as a leader in advancing pertinent social issues such as female empowerment. It is also a popular venue location for photoshoots and prestigious regional events. The media coverage garnered has been impressive, with coverage in local, regional, and international titles such as BLLNR, Buro 24/7 Singapore, Business Times, Female, Her World, Home & Décor, ICON Magazine, Lianhe Zaobao, Michelin Guide Singapore, Mabuhay, Monocle, Portfolio, Prestige, Robb Report, SilverKris, Singapore Tatler, South China Morning Post, Singapore Tatler Homes, The Financial Times, The Honeycombers, The Peak, The Straits Times, Wallpaper, and 938NOW.
ORCHARD HOTEL SINGAPORE
Situated along the luxury shopping belt of Singapore, Orchard Hotel Singapore takes pride in its strategic location and excellent Asian hospitality. Besides its outstanding facilities, such as its pillar-less Grand Ballroom that seats up to 1,500 people, theatre-style, and its half Olympic-sized outdoor swimming pool, Orchard Hotel Singapore also offers a wide range of dining options from its five F&B establishments, including award-winning Cantonese fine dining restaurant, Hua Ting.
Orchard Hotel Singapore (OHS) sought to establish brand definition among competitors in the vicinity and to raise awareness of its plethora of offerings among local and international travellers on social media. Managing both OHS’ Facebook and Instagram platform, we handled content planning to production and community management.
We proposed and developed effective community management processes (i.e. customer enquiry templates, escalation procedures and influencer engagement), experimented with various content types e.g. cinemagraphs, videos and GIFs and monitored online trends and analysed social media data to build a knowledge base of effective fan engagement strategies for our pipeline of content. We plan and execute a monthly professional photography and videography session, contributing to OHS’ engaging social media feed. As a PR agency, we value-added by drawing into our deep database of media contacts to invite media & KOLs to media events when OHS required assistance.
Orchard Hotel Singapore benefitted greatly from our strategy. It received consistent mentions monthly from key opinion leaders in lifestyle and food, which provided the hotel with further reach to its target audience and a healthy number of click-throughs to its e-commerce platform. OHS’ Instagram page grew two-fold in followers since handing over to Craft, with a monthly engagement rate of ~5.8% and monthly fan growth of ~220 fans.
THE AVIARY HOTEL
Located in the vibrant city of Siem Reap, The Aviary Hotel is a celebration of the beauty and diversity of Cambodia’s culture, art and wildlife. Decked out with thoughtfully-designed, avian-inspired custom furniture and artwork by local craftsmen and artisans, the 43-room boutique establishment yearns to show travellers a different side of the culturally-rich nation.
We were involved in the journey of establishing brand definition and creating desire among travellers to stay at The Aviary Hotel and holiday in Siem Reap. We raised the profile of the property by highlighting Aviary experiences such as tours of the countryside and heritage sites, regular collaborations with Khmer architects, craftsmen and artisans, and its interior design. Additionally, The Aviary Hotel had a strategic location, being situated at the heart of Siem Reap and just a stone’s throw away from the main tourist attractions. The General Manager Joffrey Thin-Gris, with his great personality and charm, gave us the opportunity to garner interviews which show off the destination and the hotel.
With a sound strategy and good media contacts in place, we were able to pitch successfully to lifestyle, travel, inflight publications – and other titles in-between – and managed invitations for media to experience the hotel.
Craft generated numerous meaningful property- and destination-centric features for The Aviary; it was also listed as a must-visit hotel in a number of media outlets. Substantial coverage was attained from across print, online and broadcast media including Travel + Leisure, Jetstar (Jetstar’s inflight title), Going Places (Malaysia Airlines’ inflight title), BLLNR, TTG Asia, The Australian, The New Paper, Robb Report, LUXUO, Channel News Asia CNA 93.8 FM, Citta Bella, epicure, AugustMan, Her World, Men’s Uno, Home & Decor, Expat Living, Oriental Daily, and more.
Nestled in the rich cultural neighbourhood of Keong Saik, Hotel Soloha officially opened in August 2019. The 45-room boutique hotel sought to be the newest bolthole for dreamers and adventure-seekers with its fusion of the old and new. While retaining the old school glamour and charm of a shophouse, Hotel Soloha went to town with a complete revamp interiorly. Anchored by the hotel’s distinct “urban jungle chic” theme, a technicolour bar that also serves as the reception, and bold, contemporary artwork by local artists are the first things guests are greeted by upon stepping into the hotel.
Hotel Soloha looked to establish itself as a key change-maker within the Keong Saik neighbourhood with its bold and forward ideas. More than a hotel with exceptional hospitality, Hotel Soloha strived to inspire guests to live out the spirit of ‘Soloha’, which is essentially an expressive, #yolo life filled with superlatives no matter where one is.
To share Hotel Soloha’s vision to the public, we held a private event prior to the official launch of the hotel for media and key opinion leaders in lifestyle, hospitality and design, with notable titles such as BURO, Wallpaper, Prestige, Singapore Tatler, MU/SE, CNA (Channel News Asia) 93.8 Radio, DestinAsian, SilverKris (Singapore Airlines), and Expat Living in attendance. During the event, we led groups on a tour of the hotel as we elaborated about the rich story and design concept of Hotel Soloha.
Meanwhile, to further build the hotel’s reputation as a creative member in the local arts scene, we hosted key fashion magazines and indie content creators at the property for photo and video shoots – titles and individuals who enjoyed and resonated with the hotel’s bold and lively aesthetic.
With consistent and strategic media pitching, we garnered media coverage from The Straits Times Life, 8 Days, Singapore Tatler, A Magazine, AugustMan, BURO, CNA Luxury, Esquire Singapore, Travel360 (AirAsia), Going Places (Malaysia Airlines), SilverKris (Singapore Airlines) and more. We also clinched exclusive interviews with MONEY 89.3 FM and CNA 93.8 Radio, as Founder Josh Hu shared about his experience as a first-time hotelier and his vision for Soloha.
Beyond the local market, we managed to host international key opinion leaders in travel who helped to enhance Hotel Soloha’s visibility and popularity among their audience in Southeast Asia and Europe.