Archwey

The brief

Make Archwey’s launch – and its mission – headline news.

Our solution

The launch of a holding company is newsworthy only to a niche market, so Hooton’s challenge was to not only tap into that market but to expand the level of interest outside the usual. We achieved this by focusing on Archwey's mission to eliminate virgin plastic, while also drawing attention to its office in Singapore and its sustainable headquarters - and of course, spotlighting its game-changing subsidiaries: Arch & Hook, PlasticBean and Shieldler. Through the hiring and management of a local PR agency, the creation of the press office, social media blitzes, well-placed and well-timed op-eds and a trip to Singapore for the launch, Archwey’s mission was shared throughout the Asia-Pacific region, with CNBC, CNA and the Straits Times leading the charge.