Developing a consistent brand narrative for an exhibition touring Greater China

Shoes: Pleasure & Pain for Swire Properties

Maintaining share of voice

Sinclair was appointed by Swire Properties for Shoes: Pleasure and Pain, an exhibition in collaboration with V&A Museum which toured five Swire Properties retail malls across Mainland China, beginning at HKRI Taikoo Hui in Shanghai. While each mall has its own communications team, Sinclair was appointed to centralise and align all communications, ensuring Swire Properties maintained its voice in the partnership, as well as targeting a top-tier list of media in each market to establish carefully developed editorial coverage of the highest quality. Sinclair was also tasked with identifying and securing a celebrity influencer on behalf of Swire Properties to collaborate with the exhibition across its five destinations.


Devised a strategy that allowed for consistent messaging and positioned Swire Properties as the lead in the collaboration with the V&A, as well as drawing attention to the individual malls

Developed a strong, core body of documents to be used across all retail malls, including a comprehensive communications plan, Q&A, fact sheets and other press materials

Developed a targeted influencer strategy and secured Karen Mok as the exhibition’s guest celebrity, negotiating her contract and managing the relationship. We also secured the inclusion of 10 pairs of her shoes in the exhibition and ensured that Swire Properties maintained share of voice in the partnership by adding this element.

Swire Properties x V&A Museum - Shoes: Pleasure and Pain - Sinclair case study
over agreed KPIs of media coverage
+25 billion
reached through Chinese publications
positive media sentiment
Awards & Recognition
Marketing PR Awards 2018

Marketing Interactive PR Awards 2018

Gold: Best PR Campaign – China (Swire Properties)
Bronze: Best Launch/Relaunch (Swire Properties)
Bronze: Best Experiential PR Campaign (Parkview Arts Action)
Bronze: Best Promotional Campaign (Singapore Tourism Board)
Bronze: Best Use of Budget (Sinclair)
Rising Star: Elly Porter

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