CASE STUDIES

FORMING OPINIONS

Pitch perfect: DAC’s ‘longform’ press release started life as a punchline. But its effectiveness in engaging journalists and introducing clients in three dimensions is no joke.

Challenge:

With the sale to Singapore design powerhouse Space Matrix completed along with a smart new headquarters in Bangkok, studios in Singapore, Shanghai and New Delhi, a Hospitality Design (HD) Award under the belt and a roster of clients that reads like a who’s who of luxury hospitality, BLINK Design Group wanted to mix it up with the big boys of hotel design and let developers know there was a new player at the high stakes table.

Big Idea:

BLINK was on a roll, picking up awards and winning prestigious design jobs but serious player status required much more media coverage in all key target markets (Thailand, Hong Kong, Singapore, China, India, Australia, and elsewhere in Southeast Asia). The longform press release introducing BLINK Design Group’s dynamic duo and double act, founder and Creative Director Clint Nagata and Director/Head of Architecture Chris Chua, was the clincher in a series of press invitations to interview the pair.

Delivery:

Extensive coverage in top mainstream media, special love in design and architecture magazines, and spreads in lifestyle and society publications like Tatler followed. Journalists and editors were able to use the longform press release to get insight into the pair’s respective characters and interests, and tailor their angles and questions accordingly.

At the same time, copywriting for all marketing collaterals (website, brochures, press releases, newsletters, advertising) was executed and submissions for further awards completed. DAC achieved USD 95,000 in media coverage per month for BLINK, securing coverage in key design titles around the region, society and lifestyle magazine coverage based on BLINK’s characters, and the ‘holy grail’ – favourable mention in Conde Nast Traveller’s coveted ‘Hot List’.

The longform release proved its worth again when BLINK hosted one of the most buzz-worthy non-official events during HICAP in October 2013:  a round table lunch session hosted by Clint Nagata and featuring a who’s who of hotel heavyweights and hand-picked top-level journalists. The ‘longform’ release proved a handy backgrounder and an impressive credentials presentation on BLINK’s behalf.

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