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Craft - Lifestyle & Luxury PR

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Overview

2 - 9

Employees

2011

Year Founded

ABOUT CRAFT - LIFESTYLE & LUXURY PR

Shaping Lifestyle Communications

CRAFT Communications is a lifestyle communications agency located in Singapore, with an additional office in Shanghai, China. Our daily activities encompass public relations, marketing, social media, and digital strategies. We take pride in our tailored approach to lifestyle communications, setting ourselves apart from larger PR firms. We have offered strategic PR and branding advice to lifestyle clients like the members' club 1880 and FIVE GUYS Singapore, helping them achieve significant brand loyalty and unique market positioning. Our expertise includes developing public relations and brand-focused programs that utilize media relations, communication strategies, brand development, event marketing, influencer collaboration, community outreach, social media, digital tools, visual design, and photography.

LANGUAGES SPOKEN

Mandarin_chineseEnglish

HIGHLIGHTS

2 - 9

Employees

2011

Year Founded

Services

Focus

Industries

Clients

Services Provided

65% Digital Strategy

35% Social Media Marketing

70% Brand Identity Design

30% Marketing Collateral Design

About the Team

OUR STORY

CRAFT Communications, headquartered in Singapore with a branch in Shanghai, specializes in lifestyle communications encompassing public relations, marketing, social, and digital domains. Distinguished by a tailored approach, the agency offers personalized services that set it apart from larger PR firms. Their expertise has benefited notable clients such as members' club 1880 and FIVE GUYS Singapore, helping them cultivate strong brand loyalty and unique market positions. By integrating media relations, strategic communications planning, brand strategy, event and influencer marketing, community engagement, social media, digital platforms, as well as visual design and photography, CRAFT Communications crafts comprehensive PR and branding initiatives that effectively elevate their clients' presence and reputation in the lifestyle sector.

Portfolio

Grand Nikko Bali

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The Client The rebranded Grand Nikko Bali, formerly known as Nikko Bali Resort and Spa, is a prestigious five-star hotel situated on a cliff overlooking Bali's famous Nusa Dua region. To accompany the rebranding, Grand Nikko Bali introduced various upgrades to both the property and its service standards to establish a strong presence in the competitive hospitality landscape. Project Brief The goal was to support the rebranding efforts of Grand Nikko Bali and to create awareness around its new offerings, which include 19 luxurious villas with ocean and garden views, an open-air wedding gazebo, and a newly designed multifunctional hall. The brief also aimed to secure media coverage in key travel and lifestyle publications across five markets – Singapore, Malaysia, Hong Kong, China, and Australia, along with managing social media campaigns on platforms like Facebook and Weibo. Results Grand Nikko Bali emerged as a top choice for luxury villas, recognized for its subtle elegance. Its contemporary Balinese design turned it into a paradise for upscale travelers. Additionally, it received extensive media attention in all five markets, featuring in publications such as Condé Nast Traveler China, Berita Harian, Prestige Malaysia, The Peak Malaysia, JMEN Hong Kong, Nuyou, TTGmice, and others.

Nederburg Wines (Distell, South Africa)

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The Client Having achieved significant success with its flagship line, Heritage Heroes, the South African wine brand Nederburg aimed to introduce the latest member of the Heritage Heroes collection, The Beautiful Lady. Nederburg is part of the Distell Group Limited, a major South African wines and spirits conglomerate listed on the Johannesburg Stock Exchange, with annual revenues surpassing USD 1 billion. Project Brief The goal was to position The Beautiful Lady as a new entry in the award-winning Heritage Heroes gourmet collection from Nederburg Wines, while telling the story behind this wine—a tribute to Ilse Graue, the wife of Johann Graue, Nederburg’s Brew Master, who played a crucial role in nurturing the Teutonic family and enhancing Nederburg’s prestige. We targeted various media platforms, including print, digital, and influencers, while also coordinating media invitations for a series of wine events and dinners in Singapore and China, which featured prominent media and influencers. Additionally, we facilitated pitches for The Beautiful Lady and secured interviews with Razvan Macici, Nederburg’s cellarmaster, for media in Singapore and China. Results The Beautiful Lady garnered extensive media attention across English-language outlets in Singapore, such as August Man, 93.8 LIVE, epicure, L’Officiel, BITES, and Blissful Brides, as well as in China through publications like WINE, Food & Wine, Zhongshan Daily, Xin Qiao Bao, CHIC Elegance, Reluxe, and World Traveller.

L Hotel Seminyak, Bali

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The client, a Singapore-based villa and hotel ownership and management company, had reached a stage where they were prepared to launch their first boutique hotel after years of managing villas. L Hotels and Resorts inaugurated its first boutique hotel in Seminyak, Bali. Project Overview: The aim was to establish L Hotels & Resorts as the premier boutique hotel experience, featuring luxurious and stylish interiors designed by Popo Danes, Kiehl’s bathroom products, and gourmet cuisine by Chef Rutger, a prominent chef associated with Mamasan and Sarong. Additionally, the plan included achieving extensive media coverage in major lifestyle and travel publications, along with managing a social media strategy involving Facebook, Twitter, Weibo, and Pinterest. Results: L Hotels & Resorts quickly became one of Bali's most sought-after destinations, preferred by affluent guests who appreciate sophisticated design and luxurious accommodations. The media attention was significant, with features in various publications across Singapore, Australia, Hong Kong, China, as well as the US and UK, including Condé Nast Traveller, The Wall Street Journal, Surface Asia, The Age, The Australian, and The Straits Times. On social media, L Hotels gained traction across several platforms due to viral activities and contests.

3 more projects

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Digital Strategy

Social Media Marketing

Brand Identity Design

Marketing Collateral Design

Locations

Headquarters

2/F, 213 Songyuan Road, Xuhui District

Shanghai, China 200336

+8615902137401

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