Unveiling a new hospitality brand identity through integrated PR in Greater China

Nina Hospitality
Challenges

Building a new brand identity

L’hotel Group launched a new brand identity ‘Nina Hospitality’ in March 2021. It reflects the brand’s promise, ‘Elevating the Everyday’, through personalised experiences that blend top-notch service with a friendly and approachable ambience throughout their properties. With the new logos, digital touchpoints, new uniforms and an array of offerings, guests are invited to explore the #NinaLife experience together with Nina Hospitality.

Sinclair was appointed from preparation to launch phase to unveil the new brand identity to the Greater China market. The key was to ensure the new brand was introduced to B2B and B2C stakeholders with a consistent new narrative.

Approach

Strategy Developed a strong and unique narrative highlighting the new brand’s uplifted key messages to portray ‘Elevating the Everyday’ that blend top-notch service with a friendly and approachable ambience throughout their properties, then maximised brand exposure and understanding through media relations and thought leadership.

Storytelling Created key content pillars for internal and external documents, ensuring that each new touchpoint of Nina Hospitality had a story of its own to cement the new positioning in the minds of stakeholders.

Thought Leadership Secured targeted interviews with Chinachem Group’s CEO Mr Donald Choi, ensuring to engage and prepare him to take part in a series of media interviews to cover the business plan and highlight the key brand pillars under the refreshed brand architecture.

Educate Built credibility of the brand through a stream of earned content including thought leadership articles and executive interviews that educated the public on unique offerings available from Nina Hospitality for local audience and build excitement for international travelers.

Engage Nurtured existing and developed new media relationships on behalf of the brand through proactive media outreach, the press launch and staycation experiences, and pushed regular updates about Nina Hospitality’s unique offerings and activities such as Hong Kong’s young talents in creating a new set of postcards and new uniforms.

Outcomes
131
stories across print, online and social media channels
+370 million
across local and regional publications from Feb to May 2021
42
attended the press launch
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