Establishing a thought leader in the Hong Kong restaurant scene

JIA Group
Challenges

Sinclair was enlisted to build the profile of female entrepreneur Yenn Wong and her hospitality company, JIA Group, while maintaining individual personalities for each restaurant concept. Since 2013, we launched Duddell’s, Aberdeen Street Social, Chachawan, 22 Ships, Ham & Sherry, Meen & Rice, Fish School and Mak Mak with the Hong Kong restaurant group.

 

 

Approach
  • Positioned Yenn at the forefront of creativity and design in Asian hospitality, creating interview opportunities with business and trend publications
  • Focused storytelling and thought leadership on Yenn’s talent for first-to-market concepts such as ‘Sherry is the new black’, ‘Art and design as part of the dining experience’ and ‘Regional Asian street food’ via media seeding and engagement
  • Developed strong positioning for each individual concept and kept the media in the know on updates
  • Built engaging storylines that kept Yenn and JIA Group restaurants at the forefront of the dining conversation
Yenn Wong
Outcomes
    • +3,600 media stories from Aug 2013 – Nov 2015
    • Features highlighting Yenn’s hospitality leadership on international platforms including CNN Money (broadcast), New York Times, Bloomberg (broadcast), Travel & Leisure, Forbes and Robb Report
    • Yenn was named one of the top ten “Women of our Time” by the South China Morning Post and listed on the Hong Kong 100 of prestigious 2015 Debrett’s Who’s Who
    • Recognised by HK Tatler as 2016’s Restauranteur of the Year


Awards won
PR Awards 2014 – Best Food & Beverage PR Campaign (Silver)

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