Building thought leadership for a leading luxury publication in APAC

Tatler Asia
Challenges

As a legacy brand, Tatler Asia has traditional roots and perceptions as a society magazine for those with inherited wealth and legacy. Over the last few years, Tatler Asia has transformed to become the global leader to connect and engage with Asia’s most influential and affluent communities, redefining “society” to focus on power and influence with greater meaning and purpose, and on individuals from a greater cross-section of communities, and walks of life.

In addition to expanded content pillars across the print and online publication, Tatler Asia also had a new business model spanning events, venues, festivals, and an e-commerce platform. Sinclair was appointed to generate thought leadership and spokesperson profiling across eight APAC markets, and build awareness and understanding for Tatler Asia’s new positioning and comprehensive offering beyond print and digital media.

Approach

Insight Initiated a survey to gather insights from people across Tatler Asia’s key markets in APAC, exploring their feelings towards luxury, wellness, sustainability and Asian culture. The survey provided new and up to date consumer insights and solidified the direction that Tatler Asia was already moving in.

Narrative Redefined the Tatler Asia brand story and reinforced the positioning of Tatler Asia as the global leader connecting and engaging with Asia’s most influential and affluent communities. Ensured that all future conversations were linked to key insights from the survey to build credibility.

Engage Distributed a press release and pitched to media about Tatler Asia’s new positioning, purpose, business model, and content pillars. Utilised the survey insights to further enhance the news and tap into conversations about consumer trends in Asia.

Thought Leadership Positioned Tatler Asia’s Chairman and CEO for business interviews in regional publications, discussing the brand’s new business strategy. Worked with local spokespeople in selected markets to provide commentary on luxury consumer habits and trends in their particular market.

Outcomes
media engagement
7
media interviews in top tier publications
45
stories were generated in local, regional and international media
icon reach
+40.7 million
reach through print, online, social media and broadcast coverage
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