Sino Group – PropXTech: Strengthening a property developer’s industry leadership through media relations

Sino Group - PropXTech
Challenges

Leading Hong Kong property developer Sino Group, in collaboration with Ping An Smart City, launched the ‘PropXTech’ corporate innovation programme in 2020. PropXTech is designed to foster, develop and nurture promising property technology (PropTech) companies in the dynamic Greater Bay Area, and to create innovative solutions for the region’s growing real estate industry.

Sinclair was challenged to raise awareness for the ten finalists and their innovations participating in the PropXTech programme, whilst highlighting Sino Group as a company that is constantly innovating within the property sector, and is dedicated to identifying, developing and investing in new products and services that have capabilities to improve and transform Asia’s real-estate industry.

Approach

Strategy A two-pronged approach that raised awareness about the PropXTech programme, its purpose and the benefits it can bring to participants.

Spotlight Generated a second wave of coverage that created buzz for ten finalists participating in the PropXTech programme, discussing their innovative products and services, and how Sino Group is working with them to help implement the products in to the real world.

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

Thought Leadership Engaged and prepared representatives from Sino Group’s management, as well as the founders of start-ups that were finalists in the PropXTech programme. Joint media interviews were arranged so Sino Group could speak about the purpose of the programme and the role of property developers in fostering development of property technology in Asia, whilst the finalists could share details of their experience.

Outcomes
48
stories generated in local and international media
+262 million
reached through print and online publications
6
media interviews
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