Executed a multi-channel campaign for TUMI’s Razer collection and flagship store launch, including integrated comms, media/influencer events, and content execution. Hosted press interviews, KOL events, and creative product showcases, generating 210 coverage pieces, 2.6B reach, and strengthening TUMI’s image as an innovative, globally connected brand.
Elevated The St. Regis Singapore’s luxury credentials through strategic storytelling, media tastings, and ongoing press office support. Managed new chef introductions, dining concept launches, and editorial pitching, securing monthly coverage and constant visibility among Singapore’s top-tier lifestyle and food media, reinforcing the hotel’s status as a premier destination.
Transformed Suntec City into a family destination through the Despicable Me Anti-Villain League Academy activation. Led earned media outreach, media kit production, and influencer hosting. The June holidays campaign delivered 96 coverage pieces, S$1.3M PR value, and 8.9M reach, making it a go-to activity hub for families.
Launched Mr. Bucket’s flagship at Dempsey Hill with a whimsical brand narrative and earned media blitz. Managed event hosting, storytelling, and creative content, resulting in 289 coverage pieces, S$2M PR value, and 40M reach. Editorial and digital buzz made Mr. Bucket a destination for chocolate lovers and lifestyle media alike.
Created buzz for Lush’s Christmas by developing an immersive campaign at the Museum of Ice Cream. Orchestrated integrated comms, playful event hosting, and influencer/media engagement. Generated 176 pieces of coverage, S$659K PR value, and 30M reach through standout experiences and newsworthy multi-platform storytelling, reinforcing Lush’s fun, creative image.
Partnered with Jaan by Kirk Westaway for creative campaign development and ongoing press engagement. Secured chef profiles, Michelin reviewer engagement, and imaginative brand messaging, helping the restaurant achieve two Michelin stars, 178 coverage pieces, and S$428K PR value. Jaan’s unique modern British cuisine and accolades became standout stories in Singapore’s dining scene.
Brought Hilton Maldives Amingiri Resort & Spa to global attention through immersive media familiarisation trips, storytelling, and a multi-market comms strategy. Managed press offices, interviews, and bespoke content across travel and luxury media, securing 275 pieces of coverage, S$2.2M PR value, and 666M impressions, establishing Hilton as a top luxury escape in APAC.
Eggslut’s first Southeast Asia opening became a sensation thanks to strategic storytelling, targeted media kit drops, and exclusive tastings with editors and influencers. Managed ongoing press office, event hosting, and earned media relations, achieving 238 coverage pieces, S$2.7M PR value, and lines out the door, making Eggslut a must-visit brand for food lovers in Singapore.
Redefined CQ’s image as a lifestyle destination with a comprehensive earned media, spokesperson, and event strategy. Organised official relaunch events, facilitated broadcast, print, and digital coverage, and crafted new visitor narratives. Resulted in 180 pieces of media coverage and a 67.7M reach, firmly re-establishing CQ as a vibrant precinct for locals and tourists.
Supported the Singapore launch of Big Wine Freaks by driving end-to-end press strategy, relationship building, and curated tasting events. Through targeted media outreach, launch party management, and ongoing engagement with food and lifestyle editors, we secured 95 pieces of coverage, S$400K in PR value, and strong media presence, establishing the brand among the city’s wine and dining enthusiasts.