Tricor Group: Awakening a Sleeping Giant – The Tricor Story

Business expansion specialist Tricor Group relaunched and grew awareness and revenues through a PR-led campaign that positioned it as a proud homegrown challenger brand in Greater China and ASEAN.

Campaign details

Brand: Tricor GroupBrand owner: Tricor GroupEntrant company: Tricor Group - Hong KongIdea creation: In houseMarket: AsiaSector: Business & industrialMedia channels: Social media, Websites & microsites, Online video Budget: Up to 500k

Executive summary

Tricor’s group marketing and communications team spearheaded the most disruptive marketing communication and PR efforts in the firm’s 20-year history. Notably, the campaign was strategically launched ahead of the firm’s landmark US$2.76bn acquisition by BPEA, announced in November 2021.

A fundamental component of the brand communications relaunch was the positioning...

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