Award: CAMPAIGN AWARDS \ C24. Media Relations

The ‘Return Of An Icon’ campaign was conceptualised for Raffles Hotel Singapore to build up interest, engage the community and plan the reopening story with maximum exposure. With all eyes on the reopening of a national monument in the ultra-competitive hospitality industry in Singapore, the main objectives were to create positive conversations among target media, travellers and community and amplify the new offerings and enhanced “Raffles Experience”. Through carefully planned timing of announcements, strategic media engagement and a series of media events, we were able to tell a range compelling and personal stories through key spokespeople and restoration partners that help to build a strong connection with the community. Leveraging on strong media relations which were built throughout the restoration period, the team successfully secured close to 1000 stories for the ‘Return of an Icon’ campaign.