Reinforcing brand perception

Plaza Premium Group
Challenges

Reinforce a leading position

Headquartered in Hong Kong, Plaza Premium Group (PPG) is the pioneering industry leader in premium airport services, with presence in over 161 locations in 42 international airports around the world. Sinclair was appointed by the Group in 2018, tasked to reinforce its leading position in the industry and proud heritage in Hong Kong, as well as to establish stronger presence for newly launched brand Plaza Premium First, an elevated lounge experience for discerning travellers. Plaza Premium Group were seeking to enhance brand equity and reputation in order to establish a loyal customer base of high-calibre travellers.

Approach

Strategy
Created individual strategies for each lounge brand under the PPG umbrella, including clearly defined keywords and target media lists, with a long-term goal to sustain media interest while maintaining strong relationships with target media and KOLs on behalf of the brand

Thought Leadership
Lined up local and regional interview opportunities with brand spokespeople to communicate group expansion plans and establish PPG as an authority in the travel space

Reputation Management
Leveraged Plaza Premium First launch event to strengthen relationships with key stakeholders and target media while communicating brand messages

Engage
Invited top-tier regional media and KOLs to experience Plaza Premium First, generating powerful third-party voice and exposure of the brand

Outcomes
+200
quality media clippings in two months
+226 million
reached through local and regional publications
98%
positive coverage sentiment
  • Brand name mentioned in 57% of article headlines
  • Cover story of Marketing Magazine, exploring the legendary industry story of Plaza Premium Group
  • 30+ influencers engaged at Plaza Premium First launch party
  • Managed a VIP cocktail event for 200+ guests within the restricted area of Hong Kong International Airport
  • Managed a China media tour with 12 experienced journalists for a 2-day, 1-night airport transit journey
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