Building reputation through thought leadership in Hong Kong’s wine sector
Altaya Group
Challenges
To build the reputation of Altaya Group as Hong Kong’s leading wine house while raising awareness of their distribution arm Altaya Wines and retail brand wine etc. A key PR goal was to create positive buzz for exclusive wine labels.
Approach
For distribution brand Altaya Wines – focused the conversation on thought leadership and trend analysis, showcasing the brand as in-the-know
For retailer wine etc. – developed a strategy underpinned by education and accessibility
Positioned founder Paulo Pong as Hong Kong’s King of Wines, discussing topics such as wine trends in Asia and the rise of Pinot
Crafted engaging stories and campaigns that built new and timely messages to catch the attention of media and bloggers
Created buzz for exclusive wine labels through storytelling, tastings and exclusive interviews with winemakers
Outcomes
+300
pieces of media coverage across wine, lifestyle, luxury and business pages, over two years
+270
media and bloggers personally engaged with Altaya Group through a series of branded and co-branded events and tastings
Flagship events Passion for Pinot and Altaya Annual Tasting became much anticipated by consumers, media and bloggers on the annual calendar
