Events, Media and Influencer Engagement
Establishing The EDITION
in Southeast Asia
Overview
Upcycle led the launch of The Singapore EDITION, the brand’s first property in Southeast Asia. Through a comprehensive PR strategy—including strategic pitching, media fam stays, curated tastings, and executive interviews—we spotlighted the property’s design, sustainability ethos, and signature F&B concepts, with coverage in top outlets. The highlight was a four-day official launch weekend, activating the hotel’s key spaces and creating a glamorous entertainment experience for over 500 local and international guests.
Client
The Singapore EDITION
Press
![[BREAKING] The MICHELIN Guide has officially launched in Aotearoa New Zealand in a historic first for the Oceania region, spanning Auckland, Wellington, Christchurch and Queenstown.
New Zealand has debuted with 110 establishments, including 1 Two MICHELIN Stars, 14 One MICHELIN Star, 35 Bib Gourmand and 60 MICHELIN Selected.
We’re proud to have partnered with @tourism_nz to bring the story to regional audiences through strategic media communications and a curated 8D7N familiarisation programme — taking a select group of regional media across Auckland, Christchurch and Wellington to experience the country’s culinary story beyond the ceremony.
From acclaimed restaurants and celebrated wineries to luxury lodges, local artisans and spectacular landscapes, food in New Zealand is inseparable from place, culture, and manaakitanga. With @michelinguide’s recognition, we’re excited to see how New Zealand’s culinary culture continues to shine in its next chapter.
#UpcycleComms #PRLife #MICHELINGuideNZ #TourismNewZealand](https://scontent-tpe1-1.cdninstagram.com/v/t51.82787-15/730226177_18113408138497798_3459456214450512057_n.jpg?stp=dst-jpg_e35_tt6&_nc_cat=103&ccb=7-5&_nc_sid=18de74&efg=eyJlZmdfdGFnIjoiQ0FST1VTRUxfSVRFTS5iZXN0X2ltYWdlX3VybGdlbi5DMyJ9&_nc_ohc=nb78NHyroPkQ7kNvwGq-x2g&_nc_oc=AdoctEM2NBkf3-gwBf2Zuu2w25VUT9TJAB3G3inEakdf2pQqWfkhJoZvLS_as_8EMVY&_nc_zt=23&_nc_ht=scontent-tpe1-1.cdninstagram.com&edm=ANo9K5cEAAAA&_nc_gid=wDdJDhxAI3q1eRuzivkFwg&_nc_tpa=Q5bMBQGiSlRQ85w2otNYc6yZ9ntfQmGrhrT_OekyAdV3d_IticNhAlYong3rm-xWYp7FV6PGyW4ejJcm&oh=00_AQBS4B2ibV2JtwKYM8ASMy4ISuRhfsXJEfXSqawRUlU1Fg&oe=6A562C62)
![[BREAKING] The MICHELIN Guide has officially launched in Aotearoa New Zealand in a historic first for the Oceania region, spanning Auckland, Wellington, Christchurch and Queenstown.
New Zealand has debuted with 110 establishments, including 1 Two MICHELIN Stars, 14 One MICHELIN Star, 35 Bib Gourmand and 60 MICHELIN Selected.
We’re proud to have partnered with @tourism_nz to bring the story to regional audiences through strategic media communications and a curated 8D7N familiarisation programme — taking a select group of regional media across Auckland, Christchurch and Wellington to experience the country’s culinary story beyond the ceremony.
From acclaimed restaurants and celebrated wineries to luxury lodges, local artisans and spectacular landscapes, food in New Zealand is inseparable from place, culture, and manaakitanga. With @michelinguide’s recognition, we’re excited to see how New Zealand’s culinary culture continues to shine in its next chapter.
#UpcycleComms #PRLife #MICHELINGuideNZ #TourismNewZealand](https://scontent-tpe1-1.cdninstagram.com/v/t51.82787-15/730226177_18113408138497798_3459456214450512057_n.jpg?stp=dst-jpg_e35_tt6&_nc_cat=103&ccb=7-5&_nc_sid=18de74&efg=eyJlZmdfdGFnIjoiQ0FST1VTRUxfSVRFTS5iZXN0X2ltYWdlX3VybGdlbi5DMyJ9&_nc_ohc=nb78NHyroPkQ7kNvwGq-x2g&_nc_oc=AdoctEM2NBkf3-gwBf2Zuu2w25VUT9TJAB3G3inEakdf2pQqWfkhJoZvLS_as_8EMVY&_nc_zt=23&_nc_ht=scontent-tpe1-1.cdninstagram.com&edm=ANo9K5cEAAAA&_nc_gid=L3Vb4VyRRW7bGTEqvVLKqw&_nc_tpa=Q5bMBQE-OxecdG9NPP7YaUuiTMmWL8ipfBHJmcF6wCuyfrUOAD1AF7Kap-ZvW3o1B2EnogzYz6D0lOMu&oh=00_AQDpHflXhRelN4iI4mexCkgr8EX6gIm_Jcb3LYsBGhXEqg&oe=6A562C62)
