Reputation building for a luxury brand

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Crisis Communications, Luxury, Media Training, Positioning

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

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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