CASE STUDY
Amplifying brand through strategic media relations
COMPANY
ISG
Solutions
PR and media relations
sECTOR
Built environment
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Positioning ISG’s thought leaders as industry experts
Beyond project features, the media relations approach included elevating ISG’s key opinion leaders as industry thought leaders. Darren Pavitt, a veteran with over two decades in the fit-out and construction industry, shared insights into his work with ISG and aspirations for ISG Malaysia in Construction+ Asia. His involvement in landmark projects, such as the refurbishment of the Kempinski Hotel, helped establish him as a respected voice in the industry.
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By pitching press releases and facilitating interviews with journalists, ISG’s marketing communications team, including Azryl during his time at ISG, ensured that the company’s projects and thought leadership were regularly featured in prestigious trade publications.
A powerful media relations strategy that strengthened ISG’s reputation
The strategic media relations campaign was instrumental in amplifying ISG’s brand across Southeast Asia. The coverage of high-profile projects like BISKL and Haw Par Centre, along with the positioning of key opinion leaders like Darren Pavitt, strengthened ISG’s reputation for excellence and innovation.
By ensuring consistent media coverage in significant trade publications, the campaign reinforced ISG’s role as a thought leader and visionary in the construction and fit-out industry, enhancing their credibility and industry influence.
Elevating ISG’s brand through strategic media exposure
ISG, a global leader in construction services, consistently delivers innovative, transformative projects that showcase their expertise. To ensure their success stories and thought leadership resonated with a broader audience, ISG implemented a strategic media relations approach. This initiative focused on amplifying their brand and positioning ISG as thought leaders within the industry, featuring their work in prominent trade publications and strengthening their visibility.
From highlighting transformative projects like the British International School Kuala Lumpur (BISKL) to positioning key opinion leaders, the media relations strategy aimed to extend ISG’s reach across Asia and solidify its standing as a construction industry leader.
Showcasing ISG’s groundbreaking projects in leading trade publications
A key aspect of the media relations strategy was to spotlight ISG’s innovative projects, presenting their achievements to a targeted audience through influential industry publications.
One prime example of this was ISG’s construction of state-of-the-art learning facilities for the British International School Kuala Lumpur (BISKL). This built-to-suit solution included a main library, science labs, and an 850-square-metre gym. ISG Malaysia’s collaboration with the school, which balanced functionality and inspiration, was prominently featured in Construction+ Online, underscoring the company’s dedication to quality and innovation in education spaces.
Similarly, ISG’s office relocation to Haw Par Centre in Singapore, featured in Singapore Business Review, showcased their expertise in practical workspace design. The 4,400-sqft office catered to over 60 employees and included both private and communal areas, exemplifying ISG’s commitment to adaptability and local cultural respect. By incorporating Singapore’s historic landmarks in their design, ISG demonstrated attention to detail, further highlighted by Steve Ramsden, ISG’s managing director for Southeast Asia and the Middle East, in the article.
