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Case Studies

FAR EAST CONSORTIUM
(FEC)

Far East Consortium (FEC)

Listed on the Hong Kong stock exchange in 1972, FEC (Far East Consortium) is a property developer who specialise in the development of residential, mixed-use spaces, car parks and hotels throughout the Asia-Pacific and Europe regions. Dorsett Hotels International is also part of the FEC group with hotels in 27 cities worldwide.  

 

Over the last decade, FEC UK has grown exponentially through its projects in London

and Manchester. It has quickly become one of the UK’s leading developers, with a collective Gross development Value (GDV) of over £2bn in committed projects. As part of FEC’s strategy for the UK, it is focused on delivering around 18,000 new homes.


Website: 

www.fecil.uk

The Brief

To build FEC UK's brand reputation as one of the largest global mixed-use property developers in the UK among target Chinese audiences in mainland China, Hong Kong and globally. 

FEC

The Challenge

Although FEC is a well-known developer in Hong Kong, it was not well-known among Chinese audiences in mainland China and the UK. Even Hong Kong audiences might not be familiar with FEC UK and its high-quality developments in London and Manchester. 

FEC BUILDING NEW HOMES IN LONDON AND MANCHESTER

The Strategy

We support FEC UK to achieve certain communications goals We started building trust with Chinese HNWI through various channels.

The strategic approach includes: 

  • China’s communications strategy and craft targeted messages  

  • Top-tier China media relations – property, business, luxury press, and more  

  • Chinese social media content marketing  

  • Bespoke events with Chinese HNWIs and intermediates 

  • Direct business introductions with business influencers in the UK, mainland China and Hong Kong 

  •  

The Impact 

  • Within one year, we achieved over 30 media articles (both print and online) for FEC UK in mainland China and Hong Kong, including Hong Kong Economic Times, Sing Tao Daily, Ming Pao, NetEase, Jiemian, ifeng.com, Sina and many more 

  • Reached over 10 million views in China through strategic media relations 

  • Organised a successful bespoke event in London 

  • Introduced over 10 business contacts through one-on-one meetings 

  • Successfully set up FEC UK’s Little RED Book account and conducted content marketing 

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