The Brief
Launch a residential project with only five units by a relatively unknown property developer, featuring a London-based interior designer on her Asian debutante |
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The Strategy
- Story about the “Revitalization of Sheung Wan” and position TwoTwoSix as leading the charge of district’s changing landscape
- Position Blake’s founders as Hong Kong’s next-generation property developers
- Build on the notoriety of TwoTwo Six’s appointed designer Ilse Crawford
- Pursue story angles beyond the conventional property focus to include design, community, and lifestyle
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The Results
- CatchOn generated coverage with an equivalent advertising value of over HKD 2.5 million (USD 322,000)
- Coverage included a feature story and cover mention in Monocle, a four-page article in Singapore’s Business Times and a six-page feature in Prestige
- Four of the five units sold within three weeks of the launch
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