Quality in-depth interviews without physical presence
2020 marked the 40th anniversary of TASCHEN, the renowned German art publishing house. The brand was looking to grow its presence in Mainland China market and Hong Kong as part of the development plan targeting Asia region through interviews with CEO Marlene Taschen.
Due to the COVID-19 pandemic, the spokesperson was not able to travel for personal engagements with Greater China media. An additional challenge was that most books were published in English which created less engagement with the Chinese speaking audience, the mass audience.
Strategy Developed a PR strategy to promote the brand’s vision in the Asian market and share upcoming plans to the target audience through top tier publications.
Narrative Refined TASCHEN’s brand positioning and ensured diverse and tailored story angles including a preview of upcoming book launch, and TASCHEN’s development plans in Asia.
Thought Leadership Secured virtual interview opportunities for the key spokesperson, ensuring to keep consistent key message pull through across publications.
Quality Engagement Secured quality media interview exceeding KPIs across Mainland China and Hong Kong, all with diverse press materials and publish period between Nov 2020 to Feb 2021, prolonging the brand exposure.