Media relations campaign to build profile in Asia

Our Work > Absa Corporate & Investment Bank

Absa asked us to increase brand awareness and develop media relations in Asia.

This case study provides a snapshot of what we achieved in the lead up to and launch of Absa’s Beijing office opening. Absa’s foray into a brand-new region required a partner that already knew it well, with a black book of the key media contacts and a finger on the pulse of the best regional stories.

Client

Service(s)

PR & Comms

Sector(s)

Banking and Payments Financial Services

The Challenge

Absa is one of Africa’s largest diversified financial services groups, listed on the Johannesburg Stock Exchange with security entities in the UK and USA. It tasked us with raising its profile in Asia ahead of the launch of its new Beijing office in May 2024. Our aim was to secure media coverage in international media outlets in the region while also building relationships with key media on the ground in China.

Our Approach

We developed regional plans for Absa’s global announcements from 2023 to begin introducing Absa to the media in Asia. We drafted standalone thought leadership articles for placement in key publications, secured interviews with Asia-based journalists at international publications and organised a media tour for key Absa spokespeople vising Beijing in the lead up to the office opening event. We also set up and populated Absa’s business WeChat account.

Results we’re proud of

33

Total pieces of multi-media coverage including the Financial Times and South China Morning Post

13

Interviews, including CNBC Squawk Box Asia and Reuters (APAC)

21

Pieces of coverage in local Chinese publications including Sina and Caijing

All in the details

Building key relationships

Interview tour organized and connections made with a range of key journalists based in China

Knowing the region

Thought leadership angles developed in line with regional stories and attitudes, coverage secured in top tier APAC publications

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