Wine Sector Brand Building

To build the reputation of Altaya Group as Hong Kong’s leading wine house while raising awareness of their distribution arm Altaya Wines and retail brand wine etc. A key PR goal was to create positive buzz for the exclusive wine labels.

Planning & Execution

• Positioned founder Paulo Pong as Hong Kong’s King of Wines, discussing topics such as wine trends in Asia and the rise of Pinot.
• Crafted engaging stories and campaigns that built new and timely messages to catch the attention of media and bloggers.
• Created buzz for exclusive wine labels through storytelling, tastings and exclusive interviews with winemakers.
• Generated exciting customer outreach and creative talking points to support Black Sheep Restaurants in continuing to grow their outlets whilst maintaining the identity of each individual restaurant.
• Built engaging storylines for each concept to reinforce its unique identity.

Effectiveness / Results

• PR value of HKD200 million from Aug 2013- Apr 2015.
• Recognised by PR Awards 2014 – Best Food & Beverage PR Campaign (Bronze)

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The Campaign Asia-Pacific Team