World of Diamonds

World’s Most Exclusive Dinner

Media Relations | Event Management

Brief

The World's Most Exclusive Dinner was a US$2m dinner organised by the philanthropic arm of the World of Diamonds Group in support of Danish humanitarian NGO DINNødhjælp's work with abandoned "witch-children" in Nigeria. REDHILL was tasked to craft a compelling narrative balancing the seemingly oppositional concepts of luxury and charity, and then to achieve coverage of this story in Singapore and globally.

The REDHILL Way

REDHILL identified luxury as that which is not antithetical to, but indeed the key driver of philanthropy and awareness-raising. This story was brought to local and international media through feature stories, interviews with key spokespeople, and exclusive behind-the-scenes interactions with the experience. In Singapore, REDHILL also organised a press conference and media tour for journalists from key news and luxury lifestyle titles to achieve richer storytelling.

Results

Top publications such as Reuters, CNBC, Channel News Asia, Yahoo, Singapore Tatler, and The Evening Standard, among others, produced differentiated content covering every aspect of the multi-stage dinner. DINNødhjælp and its worthy cause were woven into every luxury/lifestyle story, successfully linking luxury, charity, and World of Diamonds Group's philanthropic mission.