Steelcase is a well-known U.S office furniture company. To increase its noise and brand awareness in Hong Kong, a Steelcase Worklife launch was held in Hong Kong in January 2004 and a similar one was later held in Singapore in August 2004. Steelcase had its products displayed in its office and customers and media were invited to the launch event. In addition, interviews were lined up from Hinge, Perspective and Hong Kong Economic Times with Steelcase APAC senior management in Hong Kong. For Singapore the same process was carried out where interviews were arranged with local media such as The Edge and Space Magazine.
