EU-ASEAN Business Council (EU-ABC) approached EASTWEST PR to leverage its annual ASEAN Business Sentiment Survey amongst its stakeholders, in a focused and strategic manners in their three priority markets Singapore, Philippines, and Thailand. As part of the engagement EASTWEST PR, supported by developing an effective communications outreach programme, achieving EU- ABC’s two main objectives:
- To position EU-ABC stakeholders to be the primary voice for European Businesses in ASEAN region
- Raise brand awareness for EU-ABC and its 2017 Business Sentiment Survey findings across ASEAN
EASTWEST PR, focused emphasizing on EU-ABC’s business objectives and build thought leadership for the spokespeople through relevant Tier one media interviews and press release for the announcement. The press release was further localised for each market with insights from the survey captured in these countries. Making it more relevant and newsworthy for the media in Singapore, Thailand and Philippines, EU-ASEAN Business Council published the 2017 Business Sentiment Survey on 5th September 2017 Seven tier-one media meetings were arranged across Singapore and the Philippines for EU-ABC’s spokespersons, Donald Kanak, Chairman, EU-ABC and Chris Humphrey, Executive Director, EU-ABC. In Singapore, EASTWEST secured three (3) interview opportunities with top-tier media outlets, such as Bloomberg and The Business Times, and broadcast interview, with CNBC’s Squawk Box Asia for Chris Humphrey, Executive Director, EU-ABC. In the Philippines alone EASTWEST PR secured roundtable interviews with four media outlets and five journalists which include the Business World, Philippine Daily Inquirer, Philippine Star, and Business Mirror. The PR agency also supported EU-ABC in developing 14 pieces of social media content across EU-ABC’s social media platforms. In its initiative to enable EU-ABC to successfully leverage its annual business sentiment survey findings across the Philippines, Singapore, Thailand, EASTWEST PR team did come across certain challenges. One of the challenges was to highlight the Business Sentiment Survey findings amongst sensitive and politically inclined news events happening around Brexit, which coincided around the same time. In the Philippines as well, due to the 49th ASEAN Economic Ministers’ Meeting held on the same day as EU-ABC’s media briefing. The team with its strong media relations ensured EU-ABC’s objective and messaging was not lost amongst the developments from this high profile meeting. The team also had to develop relevant pitches involving the key objectives that EU-ASEAN desired to convey to its stakeholders, and linking those message to current political happenings, in order to generate further interest from the local and international media. As a result, press releases and interviews proved successful for EU-ABC’s initiative with EASTWEST PR successfully enabling to publish 102 articles across various important top-tier media publications such as Bloomberg and The Business Times. This also includes a broadcast interview with CNBC’s Squawk Box Asia. Project Duration: 17th August’17 – 11th September’17 Social media PR – Extended till 30th September’17 (To view online news coverage, click on the images below) Print and Video Coverage Video coverage in CCNB Coverage in Business Times Coverage in Business Inquirer Coverage in Malaya-Business Insight About EU-ASEAN Business Council The EU-ASEAN Business Council (EU-ABC) is the primary voice for European Business within the ASEAN region. The overarching objective of the EU-ABC is to promote changes in policies, rules and regulations so that European businesses can more easily invest and develop their businesses in ASEAN, benefiting not only their own shareholders but local economies and populations as well. Formally established and constituted in early 2014, the EU-ABC has existed on an informal basis since 2011, successfully organising several ASEAN-EU Business Summits and regularly interacting with the European Commission, ASEAN Member States, ASEAN Secretariat, and other related organisations such as the ASEAN Business Advisory Council. The EU-ABC’s membership consists of large European MNCs and the nine European Chambers of Commerce from around Southeast Asia. As such, the EU-ABC represents a diverse range of European industries cutting across almost every commercial sphere from car manufacturing through to financial services and including FMCG and high-end electronics and communications. Our members all have a vested interest in enhancing trade, commerce and investment between Europe and ASEAN.