Reputation building for a luxury brand

Simpson Marine
Challenges

Simpson Marine is Asia’s leading yacht dealership and brokerage with a 30-year, family-owned history. The company was to make major changes to its brand portfolio while simultaneously announcing a Mainland Chinese investor.

Sinclair was engaged to drive a change management project involving internal, stakeholder, industry and media communications that spanned the Asia region. The key objective was minimising negative publicity while highlighting new partnerships.

Approach
  • All communications were underpinned by strong positioning, presenting the changes as part of a forward-thinking strategy designed to cement Simpson Marine’s future growth and industry leadership
  • Implemented a stakeholder mapping exercise and developed three individual strategies: internal, stakeholder/industry and media
  • Initiated internal staff briefing sessions
  • Relied on stakeholder engagement to ensure strength of voice and aligned messaging
  • Carefully considered press releases were issued to trade media, followed by targeted individual pitching
  • Media training was given to Simpson Marine’s CEO and senior executives to enable them to maximise media opportunities
  • Evolved the story to engage business media, lifestyle media and recruitment media, building the industry leadership positioning and driving sales
  • Secured interviews not only with the CEO, but Country Managers to strengthen local identities for the brand
  • A branding workshop was facilitated to develop a 12-month forward strategy that would deliver on branding and sales goals
Simpson Marine yachts
Outcomes
  • Coverage was secured in publications from Bloomberg to Sina and Tencent that built the positive reputation of the company with zero negative news articles
  • +278 positive stories were generated from top tier media across the region, including China, Hong Kong, Taiwan, Indonesia and Singapore
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