Wheelock Properties launched Mount Nicholson on the Peak, a world-class designer property project in Hong Kong. The company needed a communication strategy to spread information and reach its target audience in mainland China against the backdrop of an extensive anti-graft campaign in China. RF Thunder identified points of local relevance for the mainland China market in order to engage and interest the media and the target audience. We tactically and effectively shaped the “luxury” message by positioning the project as an international venture with significant artistic value. A segmented media approach was developed for key business and lifestyle media, leveraging the industrial influence of the parent company, and designers, to enhance local relevance. Key expert interviews were coordinated and a range of compelling story angles elevated the positioning of the project.  The successful media outreach generated in-depth coverage from top-tier business and lifestyle media which included 21st Century Business Herald, Forbes, GQ and Robb Report.