PR Case Study: How Saltine Communications Helped Walking on Sunshine Generate Media Coverage Through Experience-Led Storytelling

saltinecomms
Jan 5, 2021
5 min read

In Singapore’s highly competitive lifestyle and F&B landscape, securing meaningful media coverage requires more than simply having a beautiful venue or quality products. Journalists are constantly looking for unique stories, memorable experiences and consumer trends that resonate with their audiences.

As Walking on Sunshine’s Singapore PR Agency, Saltine Communications developed a media relations strategy that transformed the brand’s distinctive salon-cafe concept into a compelling story for both mainstream and lifestyle media. By focusing on the rise of experiential dining, Instagram-worthy destinations and multi-sensory customer experiences, Saltine successfully positioned Walking on Sunshine as one of Singapore’s most talked-about lifestyle destinations.

Campaign Summary

Walking on Sunshine engaged Saltine Communications to increase brand awareness and generate media coverage for its unique salon and cafe concept located in Orchard Central. Operating at the intersection of beauty, dining and lifestyle, the brand required a PR strategy that would clearly communicate its unique value proposition while differentiating itself from the growing number of cafes and salons in Singapore.

As a Singapore PR Agency, Saltine Communications developed a campaign centred on experience-led storytelling, journalist engagement and curated media experiences that allowed publications to experience the brand firsthand.

The campaign resulted in extensive media coverage across newspapers, magazines, radio stations and lifestyle publications, significantly increasing public awareness and strengthening Walking on Sunshine’s positioning within Singapore’s lifestyle and beauty landscape.

Client Background

Walking on Sunshine is a Korean-inspired salon and cafe concept that combines professional beauty services with a full-service dining experience. Located within a plant-filled environment featuring hundreds of flowers and greenery, the brand offers customers a unique destination where beauty, relaxation and dining come together.

Unlike traditional salons or cafes, Walking on Sunshine delivers a multi-sensory experience that appeals to modern consumers seeking memorable lifestyle experiences rather than purely transactional services.

The Challenge

While many salons compete on technical expertise and many cafes compete on food quality, Walking on Sunshine occupied a unique position between both industries.

The challenge was helping journalists and consumers understand why this hybrid concept was genuinely newsworthy rather than simply another Instagrammable venue.

Saltine Communications recognised that promoting individual services alone would not generate meaningful media interest. Instead, the campaign needed to focus on broader consumer trends surrounding experiential retail, lifestyle destinations and the growing demand for immersive customer experiences.

The objective was to position Walking on Sunshine as a pioneer within Singapore’s experience economy while showcasing the elements that made the brand truly different from conventional cafes and beauty salons.

Our PR Strategy

Saltine Communications developed a media relations strategy focused on experience-first storytelling.

Rather than relying solely on press releases, Saltine organised curated media experience sessions that allowed journalists to fully immerse themselves in the Walking on Sunshine journey. Journalists experienced the salon’s treatments, customer service, atmosphere and dining offerings firsthand, enabling them to create authentic and detailed editorial coverage.

The team positioned Walking on Sunshine within larger conversations around experiential dining, lifestyle destinations, wellness experiences and consumer demand for memorable social spaces. By connecting the brand to these broader trends, Saltine created multiple newsworthy angles that appealed to different media segments including lifestyle, beauty, dining and business publications.

This strategy enabled journalists to tell richer stories while naturally showcasing the brand’s unique offerings.

Media Coverage Secured

Through strategic pitching and journalist engagement, Saltine Communications secured media coverage across a wide range of respected publications and platforms.

Coverage was achieved in publications including The Business Times, The New Paper, CNA Luxury, TODAY, The Peak, FEMALE, Home & Decor, 8 Days, Youth.SG, Asia 361, Cuisine & Wine Asia, Geek Culture and several other lifestyle and mainstream media outlets. The campaign also generated exposure through radio and social media channels, further expanding the brand’s reach.

The resulting media coverage highlighted Walking on Sunshine’s innovative concept, customer experience, beauty services and food offerings while positioning the brand as a standout destination within Singapore’s competitive lifestyle market.

Campaign Results

The campaign successfully increased awareness of Walking on Sunshine among consumers, journalists and lifestyle influencers.

Beyond generating media coverage, the campaign helped establish the brand as more than just a salon or cafe. Instead, Walking on Sunshine became recognised as an experience-driven lifestyle destination that blended beauty, dining and hospitality into a single customer journey.

The extensive media coverage strengthened the brand’s credibility while exposing it to audiences who may not have otherwise discovered the concept.

Why This Campaign Worked

This campaign succeeded because it focused on an experience rather than a product. Many businesses attempt to secure media coverage by promoting services directly. However, journalists are far more interested in stories that reflect broader consumer trends and changing behaviours.

Saltine Communications identified that Walking on Sunshine represented a strong example of the growing experience economy, where consumers increasingly prioritise memorable experiences over simple transactions.

By framing the story around this larger trend and allowing journalists to experience the concept firsthand, Saltine created a campaign that felt authentic, relevant and highly shareable.

This strategic approach generated stronger media interest and more meaningful media coverage than traditional promotional messaging alone.

Why Brands Hire Saltine Communications

This campaign demonstrates Saltine Communications’ ability to identify compelling media angles that extend beyond a client’s products or services.

Rather than simply promoting a cafe or salon, Saltine uncovered a larger story about experiential retail, customer engagement and lifestyle trends. This transformed Walking on Sunshine from a business into a conversation-worthy brand that journalists wanted to feature.

For startups, SMEs and established brands looking to secure media coverage in Singapore, effective PR is not about sending press releases. It is about identifying stories that connect brand expertise with topics that matter to journalists and consumers.

That strategic thinking is what enables Saltine Communications to consistently generate meaningful media coverage across Singapore’s leading publications.

Frequently Asked Questions

How can lifestyle brands secure media coverage in Singapore?

Lifestyle brands can increase their chances of securing media coverage by focusing on unique customer experiences, emerging consumer trends and thought-provoking stories rather than direct promotion.

Why are media experience sessions effective for PR campaigns?

Media experience sessions allow journalists to interact with a brand firsthand, resulting in more authentic coverage and stronger editorial storytelling.

What does a Singapore PR Agency do?

A Singapore PR Agency develops media strategies, creates newsworthy story angles, builds relationships with journalists and secures media coverage that enhances brand visibility and credibility.

How did Saltine Communications help Walking on Sunshine?

Saltine Communications developed an experience-led PR strategy, organised media engagement opportunities and positioned the brand within broader conversations surrounding experiential dining and lifestyle experiences.

Why is media coverage important for hospitality and lifestyle brands?

Media coverage builds trust, increases brand awareness and introduces businesses to new audiences through credible third-party endorsements.

About Saltine Communications

Saltine Communications is a Singapore-based PR agency specialising in media relations, thought leadership, founder profiling and guaranteed media opportunities for startups, SMEs and established brands.

The agency has secured coverage across publications including The Straits Times, CNA, Business Times, Tatler, Vogue Singapore, Mothership, Lianhe Zaobao and many others.

If you’re looking to increase brand visibility, establish thought leadership and secure meaningful media coverage, contact Saltine Communications to discover how strategic PR can support your growth.

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