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Launching Hong Kong’s first cross-sector coral preservation project

Sino Group
Challenges

Leading Hong Kong property developer Sino Group, in collaboration Hong Kong Innovation Foundation, The Fullerton Ocean Park Hotel Hong Kong, Ocean Park Corporation and archiREEF Limited, launched the first cross-sector coral preservation project CORAL REEFStoration to rehabilitate the coral reef habitat in Hong Kong’s southern waters by seeding rescued local coral fragments at the restoration site.

Public engagement activities were planned, including to inspire children to understand the coral ecosystem and gain in-depth knowledge of coral conservation through hands on experience.

Sinclair was challenged to launch this project and raise awareness for the programme, whilst highlighting Sino Group as a company that is fostering a community-wide sustainability and biodiversity agenda. They work together with local partners and start-ups to invest in new technologies and services that have capabilities to improve and transform local biodiversity.

Approach

Storytelling The narrative consistently tied back to Sino Group as a property industry leader, that is constantly looking to innovate and introduce new technologies through projects that help build smarter, more sustainable cities with the focus on biodiversity.

Strategy A two-pronged approach was taken to attract unique audiences for this cross-sector programme. The campaign was announced with a big-hit launch event attended by key stakeholders and media, followed by a long-tail feature story placement campaign utilising a variety of story angles and spokespeople focusing on the technology, public engagement activities and the programme’s long-term mission.

Spotlight Putting the focus on the formation process of this cross-sector project, and the mastermind behind Sino Group’s mission to promote biodiversity while being the leading Hong Kong property developer; the world-leading technology from archiREEF to generate project specific tiles to conserve coral; and the strong network from Ocean Park to activate public engagement activities.

A glimpse beneath the surface at Hong Kong's rich marine biodiversity and coral. The Coral REEFStoration projects aims to bring these waters back to life.
Outcomes
media coverage
+100
stories generated in local and international media
icon reach
+215 million reach
through print, online and broadcast channels
+40
media engagements with Sino Group representatives and project partners
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