THE CHALLENGE
As part of the Prudential Hong Kong Tennis Open, the Prudential NextGen Aces event was conceived as an invitation-only experience fusing leadership with world-class sport through a thought-provoking panel series and an on-court session headlined by tennis legends Andre Agassi, Aryna Sabalenka and Anna Kalinskaya.
Our task was to host a media roundtable offering top-tier journalists exclusive access to Agassi and Sabalenka, engage key influencers to attend and amplify the live on-court session, and generate high-impact coverage across platforms — placing Prudential’s brand story at the centre of the conversation.
THE SOLUTION
PLUG executed a targeted media strategy designed to build anticipation, foster exclusivity and drive storytelling authority. We curated and hosted a closed-door media roundtable with Agassi and Sabalenka, supported by bespoke Q&A scripts and MC direction to ensure sharp brand alignment.
Following a dynamic fireside chat featuring Prudential’s C-suite executives, the tennis stars, and Olympian fencer Vivian Kong, we invited KOLs to an on-court session culminating in an exclusive meet-and-greet, capturing authentic, high-energy content that fuelled digital amplification.
To extend visibility beyond the day itself, we activated a targeted post-event newswire, solidifying Prudential’s share of voice and ensuring sustained engagement across media landscapes.
THE IMPACT
This integrated approach showcased premium brand engagement and sharp storytelling.
Top-tier media, including Vogue, ELLE, Esquire, #Legend, Prestige, TVB and Ming’s Bro participated in the roundtable. We managed one-on-one interviews with Agassi and Sabalenka with major outlets, including AFP, TVB, GQ and SCMP Post + Style, resulting in compelling features and broadcast segments.
Influencers Alex Lam, Fiona McLeish, Ankie Beilke, Samantha Wong and Venise Chan shared the event’s energy in real-time, delivering powerful digital reach.
Our campaign secured 80+ pieces of coverage valued at HK$15M+ in PR value with a combined circulation of 197M+, alongside an additional HK$4M+ PR value and 160M reach through newswire syndication
