The firm hired Fulford PR's Singapore office last month after an extensive pitch process to co-ordinate and implement the PR strategy.
Fulford is staging four pitches in Australia, Japan, the Philippines and Indonesia in order to make sure there is full representation in the campaign's target regions.
The agency already has existing affiliate relationships with consultancies in Taiwan, China, and Malaysia.
London-based Fulford MD Linda Fulford said: 'We need to make sure the agencies get the coverage and meet the same standards and requirements all the way through.
'We are responsible for raising media awareness around the launch event next year,' she added.