Creating a new perception for a marketing-leading educational institution through storytelling

Goethe-Institut Hong Kong

Introducing German culture to Hong Kong through an educational institute

The Goethe-Institut is a non-profit German cultural association operational worldwide, promoting the study of the German language abroad and encouraging international cultural exchange and relations. Founded in 1951 as Germany’s cultural institute, it is now active worldwide with 159 centres.

One of the important goals of Goethe-Institut is to promote cultural cooperation by organising a broad variety of events to present German culture abroad. The Hong Kong branch organises events and exhibitions to provide locals with access to contemporary and historic German culture.

Sinclair was appointed to position Goethe-Institut as a unique institute that offers languages course with an exceptional standard, and one that introduces German culture through its library and staff members.


Insight Hong Kong students love to be able to travel abroad for study, with Germany being one of the countries often looked into. Language learning initiatives are the key driver.

Narrative Created a strategic narrative and story angles that focused on Goethe-Institut Hongkong as the only provider of internationally recognised German examination and marketing-leading educational offerings in Hong Kong.

Strategy Developed a targeted communications strategy by positioning Goethe-Institut as a unique organisation to generate media interest as well as public desire.

Thought Leadership Built advocacy of Goethe-Institut’ s local and international leadership by engaging the institute’s spokesperson and examination expert for media interviews, highlighting their vast experience and professionalism in the industry.

through local publications from Nov 2020 – Jan 2021
stories across print, online and social media
high quality interviews with spokespersons
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