Hong Kong’s newest co-living space Weave Co-Living tasked us with publicizing the opening of their first property, which opened its doors to residents on the first of August 2018. We began working with Weave six months before the opening to develop a solid strategy that would ensure interest for a prolonged period and across a spectrum of audiences.
First, we announced the news through a bi-lingual pre-opening press release which was sent to local, regional and global news outlets. By focusing on global co-living trends, we were able to secure a variety of executive profiling interviews with the company’s CEO.
Once renders of the space became available, we developed a second campaign to keep media interested, and released photographs of the showroom. We also used this time to promote Weave’s community events in the local listings. This was the perfect opportunity to highlight Weave Co-Living’s values of comfort, convenience and community.
Finally, we organized tours with top-tier media from a variety of sectors including interior design, news, tech and business, just days ahead of the property’s official opening. We set up exclusive tours, filming, photo and interview opportunities in the property.
Measurement and Evaluation
- 91 pieces of coverage before, during and after the opening, across print, digital and broadcast channels
- Media include Home Journal, Hong Kong Economic Times, Perspective Magazine, SCMP, Ming Pao, The Standard, Hong Kong Economic Journal, Squarefoot and TVB. Many media featured the client in at least a half page article.
- A total of 14 publications attended the media tours
- Total campaign reach/opportunities to see or hear about the campaign: over 3 million