HONG KONG: German luxury appliance brand Miele has handed its Hong Kong PR account to local PR and marketing agency CatchOn Communications after a competitive pitch.
The new business brief focuses on building Miele's market exposure and brand awareness as well as general PR support in Hong Kong. The company previously worked with SPRG as its PR partner in the region.
This is CatchOn's first appliance client. The majority of the agency's clients are in the hospitality, food and beverage, and luxury industries.
Miele is aiming to position itself as a luxury brand in Hong Kong, a company spokesperson told Campaign Asia-Pacific.
CatchOn is based in Hong Kong and has offices in Beijing, Shanghai, and Singapore.
The German appliance brand was established in 1899 and entered the Hong Kong market more than 15 years ago. It has a boutique in the city, as well as sales channels through department stores including SOGO, Wing On, and Sincere. Miele competes with designer brands such as Siemens and Dyson.
To reach its target audience of affluent households in Hong Kong, the brand's marketing efforts focus mainly on print and outdoor advertising, cooking class demonstrations, and celebrity spokespeople. For example, Miele recently invited singer and actress Kelly Chan to launch a new washing machine product after giving birth to her second child.
Last year, celebrity model Cara Grogan fronted the brand's “Love Affairs” campaign for its cooling products.
Miele also supports local NGOs like Redress, which is staging an environmentally friendly fashion show later this year.
“We're very excited to have CatchOn working on our PR strategy and feel that their background and experience in this market will work well for our brand and product activities,” said Miele marketing director Richard Green.
This story originally appeared on the website of Campaign Asia-Pacific, the sister publication of PRWeek at Haymarket Media.