Case Studies
THE OWO RESIDENCES BY RAFFLES
The OWO Residences by Raffles
The OWO Residences by Raffles features 85 uniquely, meticulously-appointed residences shaped from the storied interiors of Britain’s former War Office, offering the full complement of Raffles services.
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The Brief
To assist in the sales launch and build the brand awareness of
The OWO Residences by Raffles targeting UHNWIs in mainland China and Hong Kong regions.
The Challenge
The global sales launch commenced during the persistent COVID-19 pandemic. While Raffles is a well-established brand in Singapore and the UK, its brand awareness in China was relatively limited.
The Strategy
We supported the sales launch of The OWO Residences by Raffles in mainland China and Hong Kong through strategic media relations, bespoke events, and digital marketing.
Our strategy focused on targeting the right media titles and channels, particularly high-level outlets in premier lifestyle and luxury media, including South China Morning Post, Tatler Hong Kong, Vogue China, Forbes China, ELLE China, and many other leading publications.
Additionally, we targeted UK-based Chinese intermediaries who work with Chinese UHNWIs in China and globally. This included private bankers, lawyers, tax advisors, education, and immigration experts. We engaged this audience by organising bespoke events at the Show Residences at The OWO.
The Impact
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Within two years, we secured over 80 high-quality media articles (both print and online) for The OWO Residences by Raffles. These articles were featured in leading media outlets in Hong Kong and Mainland China, including Hong Kong Economic Times, South China Morning Post, Tatler Hong Kong, Vogue China, ELLE China and many more
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This extensive coverage reached over 10 million Chinese readers globally and garnered over 200 million views in China through strategic media relations
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Through strategic planning, we developed key messages tailored
to the Chinese market and created a WeChat official account for The OWO Residences by Raffles, enhancing their digital presence and engagement with potential buyers -
We secured multiple exclusive media interviews with top luxury lifestyle presses such as Phoenix TV Europe and Forbes China providing significant exposure and credibility to the project
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We organised two private events at the show residences to celebrate the Chinese New Year with UK-based Chinese HNWIs and relevant communities, fostering direct engagement and building relationships with these key audiences