UEM Sunrise

High stakes Australian launch

CHALLENGE: Sefiani facilitated leading Malaysian property developer UEM Sunrise’s entry into the Australian market, in a challenging environment with much media scrutiny of foreign developers and high-rise developments in Melbourne.

STRATEGY: Sefiani facilitated government and media introductions to UEM Sunrise executives, and organised a media familiarisation visit to Malaysia by journalists from Australia’s leading business and property publications. Following the media tour, Sefiani helped design two property marketing launch events – a ground-breaking event for the $730 million Aurora Melbourne Central development; and a red-carpet gala event with an Australian-Malaysian fusion menu created by Australian celebrity chef Shannon Bennett and Chef Nik Michael Imran (the first winner of Malaysian MasterChef).

IMPACT: Positive relationships were established in Australia for UEM Sunrise, more than 30 pieces of positive and on-message coverage were achieved across key Australian and Malaysian titles such as The Australian Financial Review and The New Straits Times, and strong purchaser interest was motivated.