Situation Analysis:Yamaha, which is a well-known brand of musical instruments, was launching its first ASEAN lifestyle concept showroom in Singapore for its audio systems. However, the brand awareness of Yamaha’s AV products is relatively low compared its music instruments as consumers will think of musical instruments when thinking of Yamaha, and may not even aware that Yamaha has audio solutions. In addition, the sound technologies equipped in the products are also not fresh in the market. The Approach: We emphasized the AV lifestyle showroom being the first in ASEAN and was launched in Singapore. We also prioritized trade publications over dailies as these were the publications that will be more interested in reviewing Yamaha’s products. We had also organized a media tour to Yamaha’s AV and MusicCast to allow media to immerse themselves into different dimensions of Yamaha’s sound technologies and experience music and movies in a whole new way. Results Achieved: Garnered 10 media attendees across lifestyle, home, and electronic gadgets publications, with all the RSVPs media showed up in the event. In addition, over 10 clippings are secured after the event (e.g. Home & Decor, SquareRooms, Sound & Sight Journal, Hardwarezone Singapore).