Preparing for the centennial of the birth of the artist in 2020 in China

Fondation Chu Teh-Chun

Preparing for the centennial of the birth of the artist in 2020 in China

Sinclair was appointed by Fondation CHU Teh-Chun, to announce the upcoming exhibition at the National Museum of China in Beijing in April 2020 to commemorate the hundredth anniversary of the birth of the artist. However, due to the pandemic, the exhibition was postponed to 2022. To make the occasion, “CHU Teh-Chun”, a new documentary film on CHU’s life and work was released.

To secure interest from media, Sinclair aims to maximize the buzz of the first documentary preview to commemorate the 100th birth anniversary of Chu Teh-Chun. Sinclair invited media to attend the conference and documentary preview held in Shanghai Grand Theatre to build, maintain and nurture positive relationships with target influential media.

Due to the pandemic, members of the Fondation CHU Teh-Chun were unable to attend the premiere in person, which posed some challenges to the event on media expectations and attendance. Sinclair team took up the key role to work with the Shanghai Grand Theatre team to ensure the event go smoothly and successfully.


Strategy Devised a strategy that allowed for consistent messaging to commemorate the 100th birth anniversary of Chu Teh-Chun, as well as draw attention to the launch of the documentary

Focus Developed a strong, core body of documents to be used across all event, including a comprehensive communications plan, Q&A, fact sheets and other press materials in simplified Chinese

Partnership The documentary preview was held in Shanghai Grand Theater, one of the most famous and the biggest platform for art exhibition in Shanghai. The preview has caught the attention of Asia Society Hong Kong and a potential partnership opportunity was linked.

Execution The Sinclair team were onsite to identify key media at the Shanghai Grand Theatre , as well as facilitating interviews with key spokespeople in written format.

Most of the invited media had attended the preview
of +50 pieces of coverage in different sectors
+899 million
through media publications
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