Classic British brand Fortnum & Mason appoints Prime to handle its Hong Kong PR

 Prestige British food and lifestyle brand Fortnum & Mason has appointed Prime to handle its Hong Kong public relations.

Prime was awarded the PR retainer for the brand’s Hong Kong operation In a competitive pitch. It follows several months after Fortnum & Mason’s November 2019 arrival in the city. The brand had chosen Hong Kong for its first overseas solo venture, opening its 181 Fortnum’s flagship store and restaurant at  K11 MUSEA in Tsim Sha Tsui, which the retainer will cover.

Carmen Chiu, regional managing director, Asia Pacific for Fortnum & Mason said, “We are excited to begin our new partnership with Prime. We see big potential for Fortnum’s in Hong Kong and beyond. We aim to engage our Hong Kong customers through brand experiences and customer journeys; with our relationship with Prime we hope to communicate this far and wide.”

It was announced last week that Prime - a Hong Kong-based leisure and lifestyle PR agency - had been strategically acquired by global PR firm, Purple in 2019. Prime is now the Hong Kong office for Purple, an Asian foothold for the agency, which has its headquarters in London and offices in New York and Los Angeles. In the opinion of Marketing, the timing of this appointment announcement is highly unlikely to be coincidental, with it providing a stamp of approval on the newest member of the Purple family and drawing positive attention from new potential clients.

Laura Southwood, managing director at Prime said, “We are thrilled to be working with Fortnum & Mason. It is a brand I have admired ever since I can remember. The brand’s innovation and vision over the centuries still rings true to the present day. With so much rich content, the team and I cannot wait to start telling their wonderful stories as well as working on new ones for the future.”

A British mainstay, with a long legacy, Fortnum & Mason was founded in 1707, the same year as Great Britain itself. Though known in general for food and drink, it is its Fortnum’s hampers that have become especially iconic.

Related articles

UK-based Purple acquires HK's Prime lifestyle agency to gain Asia foothold

Swiss watchmaker Breitling opens concept boutique store at K11 Musea mall

TUMI's new K11 MUSEA store bucks retail conformity with a gallery aesthetic and local art