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.
L HOTEL SEMINYAK, BALI
Singapore-based villa and hotel owner and management company had grown to a level where they were ready to start on their first boutique hotel after years of villa ownership and management. L Hotels and Resorts started with its first boutique hotel in Seminyak, Bali.
To position L Hotels & Resorts as the quintessential boutique hotel experience with esteemed offerings like its luxe and elegant interiors by Popo Danes, bathroom amenities by Kiehl’s, and food prepared by Chef Rutger, one of the hottest chefs from Mamasan and Sarong. The brief was also to garner substantial media coverage in key lifestyle and travel titles and also manage a social media program which includes Facebook, Twitter, Weibo and Pinterest.
L Hotels & Resorts became one of the hottest destinations in Bali and a hotel of choice among the well-heeled and those with a taste for good design and luxe stays. The media coverage garnered was also impressive, with coverage in titles across Singapore, Australia, Hong Kong, China as well as US and UK, like Condé Nast Traveller, The Wall Street Journal, Surface Asia, The Age, The Australian and The Straits Times. In social media terms, L Hotels was trending across a number of a social media platforms given the activities and contests that had gone viral.
Enjoying a high level of success with their signature range, Heritage Heroes, South African wine label Nederburg was looking to launch the newest addition to the Heritage Heroes collection, The Beautiful Lady. Nederburg belongs to South African wines & spirits conglomerate Distell Group Limited, listed on the Johannesburg Stock Exchange, whose yearly turnover is more than USD 1 billion.
To position The Beautiful Lady as the newest addition to the award-winning South African wine producer Nederburg Wines’ gourmet collection, Heritage Heroes and to convey the story behind The Beautiful Lady – a tribute to Ilse Graue, the wife of Johann Graue, Nederburg’s Brew Master who held the Teutonic family together and introduced much of splendour to Nederburg. Targeting a range of media platforms across print, digital, influencers broadcast, we also managed the media invitations for a series of wine events and dinners in Singapore and China which saw key media and influencers in attendance. We have also been instrumental in pitching The Beautiful Lady and interviews with Razvan Macici, Nederburg’s cellarmaster to Singapore and China media.
The Beautiful Lady received impressive media coverage across English media in Singapore including August Man, 93.8 LIVE, epicure, L’Officiel, BITES and Blissful Brides in Singapore as well as media in China like WINE, Food & Wine, Zhongshan Daily, Xin Qiao Bao, CHIC Elegance, Reluxe and World Traveller.
GRAND NIKKO BALI
The re-branded Grand Nikko Bali, which was previously known as Nikko Bali Resort and Spa, is a luxurious five-star property located on the cliff top of Bali’s well-known Nusa Dua area. Along with the re-branding, Grand Nikko Bali also added new enhancements to the property and service standard to make a mark in the dynamic hospitality scene.
To facilitate the re-branding process and position Grand Nikko Bali and raise awareness for the new enhance which includes 19 luxurious ocean and garden view villas, an open aired wedding gazebo and their new multi-purpose function hall. The brief was also to garner media coverage in key travel and lifestyle titles across 5 markets – Singapore, Malaysia, Hong Kong, China and Australia, as well as managing the social media campaigns on Facebook and Weibo.
Grand Nikko Bali was the preferred resort for luxury villas and is known for its understated luxury. Its modern-balinese style made it a vacation heaven for luxe travellers. There was also great media coverage across 5 markets, in the likes of Condé Nast Traveler China, Berita Harian, Prestige Malaysia, The Peak Malaysia, JMEN Hong Kong, Nuyou, TTGmice and more.
HERITAGE SUITES HOTEL
Luxury boutique hotel in Cambodia sees increased brand recognition in Asia.
Heritage Suites Hotel is a sophisticated boutique retreat in Siem Reap, Cambodia. Located minutes away from the majestic architectural relics of the Angkor temple, its grand colonial façade conceals the 26 newly refurbished intimate rooms and suites nestled amidst lush tropical gardens. The hotel, built in April 2007, is the embodiment of its owners’ commitment to old-fashioned hospitality, and redefines luxury with stunning architecture, personalized and attentive service, a host of culinary delights and comfortable, stylish rooms.
The sophisticated boutique retreat in Siem Reap, Cambodia, sought to extend its presence in the Singapore, Hong Kong and China markets following an extensive refurbishment.
A multi-faceted PR plan that includes a media stay programme as part of its outreach to media, influencers and celebrities, a media familiarisation trip for selected media, marketing partnerships with the likes of Cosmopolitan, Jessica and Marie Claire in Hong Kong; media engagement efforts to draw interest in various aspects of the hotel, its regularly featured events, as well as its commitment to the community.
A feature-length piece in Apple Daily; a multi-page fashion shoot for JMen Hong Kong; a feature on U Travel. An exclusive piece in CLEO Singapore; online pieces in Harper’s Bazaar Singapore, Female Singapore and Her World. Also featured in popular regional inflight publications such as Fah Thai and SilverKris.
Boost in top South East Asian bridal brand’s visibility in China, Singapore and Malaysia
Named after the Balinese word for ‘Holy Water’, which is reflective of its proximity to Uluwatu Temple, Tirtha Bridal was conceptualized in 1998 by Koji & Yuka Koreyasu, a Japanese husband-and-wife team aspiring to create unique, unrivalled weddings in Bali.
In 2003, they launched their first property Tirtha Uluwatu, a 6,000 square metre architectural masterpiece situated atop the breath-taking cliffs of Southern Bali and overlooking the vast Indian Ocean. The venue has been lauded internationally for its visionary design and unique concept, and has been the backdrop of many blissful weddings. Tirtha Bridal’s latest property The Villa by Tirtha, located just next to Tirtha Uluwatu, provides couples with a Balinese-inspired wedding experience in the privacy of a stunning 8-bedroom villa.
A multi-pronged PR plan that includes media engagement efforts to garner interest in the brand’s offering, a media familiarisation trip for top tier media, proposed events in Singapore to drive interaction with influencers, celebrities and media, as well as the positioning of key brand personalities as experts in their field.
Regular real weddings features in ELLE China; a 4-page exclusive real wedding piece Female Brides; pieces in China media such as Weddings 21, Darizi, Brides, The Knot as well as Wedding&Travel, Singapore Brides, Luxury Insider.
Housed in a gorgeous black & white bungalow amidst the lush greenery of Fort Canning is Japanese-French fusion restaurant Lewin Terrace, named after one of its previous residents, the Chief who headed the Central Fire Station on Hill Street. Helmed by Director Mr. Kosuke Shima and Chef de Cuisine Hiroyuki Shinkai, the talented culinary and service team at Lewin Terrace expertly fuses fresh and innovative Japanese-French fusion creations with the traditional Japanese art of omotenashi, making it making it destination-dining material.
Project Brief & Strategy
The elegant Japanese-French fusion restaurant sought to strengthen its positioning in Singapore’s competitive dining scene as well as drive its business goals.
To achieve the above objectives, a multi-faceted PR plan that included increasing presence on both traditional and new media platforms was executed via the creation of press releases, the hosting of media tastings, and continuous active media pitching. We also developed and presented the cooking philosophy at Lewin Terrace as produce-driven and true to the natural flavours of ingredients used through press content and personality interviews with Chef de Cuisine Hiroyuki Shinkai.
We positioned Lewin Terrace as a restaurant that gives its clientele a reason to return – and regularly – through its robust programme which includes seasonal and festive menus offered at Lewin Terrace, wine sessions and jazz nights. To highlight the Japanese element of Lewin Terrace, we hosted media events so the media could experience first-hand Japanese produce, the likes of Amabuki sake, produce from the Shiga prefecture and prized seafood fit for royalty from the famed Miketsukuni region. To deliver on that quintessentially Japanese experience, we recreated the Ichigo Fair made famous in Japan and offered desserts made of Chitose strawberries.
In other instances, we placed emphasis on the French aspect of Lewin Terrace, from the cooking techniques used to French wines and that of the new world. A highlight was garnering the opportunity for Lewin Terrace to organise a cocktail party hosted by Financial Times wine critic Jancis Robinson (OBE, ComMA, MW) for the donors of non-profit organization Room to Read.
Given the powerful reach of social, we worked with lifestyle and food influencers to create content that reach out to their fanbase.
We developed a plan that resulted in continuous media presence in print, broadcast, online media and social, ensuring that Lewin Terrace never left the spotlight. Some of the media outlets that featured Lewin Terrace include, but are not limited to, BLLNR, City Nomads, Class 95FM, Epicure, Esquire, Her World, Lianhe Zaobao, Lifestyle Asia, Michelin Guide, Prestige PIN, Robb Report, SALT, Singapore Tatler, The Peak, The Strait Times and Wine & Dine; as well as a host of food and lifestyle influencers.
BELL & ROSS
Headquartered in France, manufactured in Switzerland and created in 1992 by designer Bruno Belamich (Bell) and CEO Carlos A. Rosillo (Ross), Bell & Ross specializes in extraordinary watches created for individuals with a penchant for living on the edge. Be it high altitude flight, deep diving, extreme weather conditions or high speed acceleration, the pilots, divers, sailors and astronauts who choose Bell & Ross watches for their functionality and strength can expect the very best timepieces suited to their needs.
To increase the brand recognition and to create awareness for Bell & Ross. Created a campaign with the Renault Sport Formula One Team over their mutual passion for mechanics, speed and precision on a share quest: The Race Against Time.
Race Against Time in Singapore with Bell & Ross
In conjunction with the Renault Sport Formula One Team’s participation in Singapore, Bell & Ross launched a pop-up store in Paragon to showcase the watches as well as models featured at the international watch and jewellery industry BaselWorld. As part of this 10-day campaign, there was a Meet & Greet session hosted by Allan Wu, featuring Renault Sport Formula One Team driver Jolyon Palmer. In addition, Bell & Ross CEO Carlos A. Rosillo hosted an exclusive evening cocktail reception that was attended by friends of retailer watches of Switzerland, who got to meet and mingle with personalities such as Adam, Ryan and Mark Goldston of Athletic Propulsion Labs (APL). This campaign garnered a large amount of traffic as well as media & influencers such as Andrea Chong.
Meet and Greet with F1 Racer Jolyon Palmer
Evening Cocktails with Bell & Ross
Bell & Ross was covered in top timepiece and luxury titles such as Revolution Asia, Robb Report, Crown, The Edge, August Man, Senatus, Luxury Insider and the events drew more than 50 media in attendance.
KENZO is a French luxury fashion house founded in 1970 by Japanese designer Kenzo Takada. It was in 1999 that Kenzo Takada presented his final show, handing over the design to Giles Rosier and sold his house to the Luxury group LVMH. In 2011, the brand’s parent company, LVMH, hired United States-born designers Humberto Leon and Carol Lim, founders of American store Opening Ceremony as Creative Directors of KENZO. The duo is often inspired by the world of cinema and in their world, it’s a blend of the oriental and occidental where Japanese meets Parisian and the street vibe has breathed new life into the label.
Event & Strategy
Craft was tasked to handle the launch of KENZO’s first ever flagship store in Singapore at The Shoppes at Marina Bay Sands. The aim was to create a cocktail party that reflected Kenzo’s new cool quotient and its then Fall collection.
KENZO’s one of a kind grand opening party was inspired by American mystery horror drama, Twin Peaks. In line with all things David Lynch for fall, we created a Mystery photo call, which with its sloping fall, creates an illusion of people curiously-angled and about to fall. We rolled out the proverbial red carpet in the form of an iconic for-the-season Twin Peak floor, owning the space outside the retail store with monochrome zigzags. DJ Shigeki and a selection of on-theme bites like cupcakes, popcorn and Moët & Chandon kept the crowd entertained.
The event was kept busy by Kenzo’s loyal clientele as well as editors from media outlets such as The Straits Times, L’Officiel, Robb Report, Lifestyle Asia and personalities such as Harper’s Bazaar’s Editor-in-Chief & Asia’s Next Top Model panelist Kenneth Goh, Jumius Wong, Charmaine Yee, Rosalyn Lee, Jean Danker, Yasminne Cheng, Luann Alphonso and Yoyo Cao.
Aside from a store opening opening experience that communicated KENZO’s cool vibe, we had Rosalyn Lee and Yoyo Cao beautifully dressed in KENZO and also garnered an interview with The Straits Times – the same week the story was published and it read wonderfully: Kenzo is cool again. KENZO also received coverage from the likes of L’Officiel, Lifestyle Asia, AsiaOne and more.
HOTEL CLOVER GROUP
Established in Tamshui, Taiwan in 1987, LIULI was the first of its kind and has grown into Asia’s largest LIULI arts brand with over 70 galleries around the world. Founded by Taiwanese creative types Loretta Hui-shan Yang and Chang Yi, LIULI epitomises Chinese culture and the lost art of Chinese crystal glass.
To handle the launch of the ‘Silence Within Fire Collection’ and manage the grand VIP event with founders and artistes. Created a media campaign targeting English dailies to share the stories behind the creation of LIULI with more than 300 guests attending the VIP opening including key media, celebrities and society luminaries.
The ‘Silence Within Fire’ received massive blanket coverage across English dailies, TV and broadcast, and the collection continues to receive praise from Singapore’s top media outlets including Business Times, AsiaOne, magazines like Men’s Folio, Singapore Tatler, Prestige, Peak and broadcast media the likes of Channel NewsAsia’s and Channel 8’s morning shows as well as Capital Radio 95.8, to name a few.