Swire Properties taps Burson-Marsteller for brand building in China

Beijing: Burson-Marsteller, a leading public relations and communications consulting company, was awarded a one-year corporate retainer to elevate the reputation of Swire Properties in Mainland China and to increase awareness of its brand among potential partners and customers.

A Guangzhou-led team of property branding professionals at Burson-Marsteller China will develop corporate communications and media strategies for Swire Properties’ corporate brand and its innovative mixed-use developments, positioning them as unique places to live, work and play.

“Swire Properties is strongly positioned in Hong Kong as a leading developer and owner of large-scale mixed-use properties,” said Chris Deri, Burson-Marsteller China’s CEO. “This year marks Swire Properties’ listing on the Main Board of the Hong Kong Stock Exchange and its 40th anniversary. We are proud and excited to be its communications partner in Mainland China at this significant moment and are eager to support its branding campaigns within China.”

Swire Properties has significant investments on the mainland, including Sanlitun Village and INDIGO in Beijing, TaiKoo Hui in Guangzhou, Daci Temple project in Chengdu and Dazhongli project in Shanghai. The company also has representative offices in Beijing, Shanghai, Guangzhou and Chengdu to explore new business opportunities.

“Swire Properties has spent the past 40 years developing transformational projects which create lasting value for our stakeholders and the community at large,” said Vivian Lo, Swire Properties’ Assistant Director of Public Affairs, Mainland China. “We’re very excited to be realising this vision in Mainland China, where we now have three major projects in operation and two more under development, and are confident that Burson-Marsteller China’s experience and expertise will be a great asset in enhancing the way we communicate our brand with our stakeholders.”

In addition to media strategy development, Burson-Marsteller China’s work for Swire Properties will include regular media communication, media events and spokesperson training on the mainland.

The Swire Properties account adds to Burson-Marsteller China’s roster of property clients in Southern China. Over the past six years, Burson-Marsteller China has expanded its property practice to cover all markets in the industry – residential, commercial and industrial. The firm provides property clients with counsel and program development across the spectrum of public relations, brand positioning, digital media, media relations and integrated marketing.

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