black and white shanghai city landscape, Penny Burgess, WE Communications

Rosewood Hotels & Resorts Appoints WE In Greater China

WE Press Releases


Hong Kong, 25 June 2018 – International ultra-luxury hotel and resort brand, Rosewood® Hotels & Resorts (Rosewood), has appointed WE Red Bridge to lead the brand’s PR representation across traditional and digital media in China and Hong Kong.

Rosewood has selected WE Red Bridge as its PR partner to expand brand awareness and reinforce its vision of providing luxury hospitality in Greater China, in addition to supporting ongoing communications initiatives for its Rosewood properties in Beijing and Sanya.

“As Rosewood Hotels & Resorts expands its presence in Asia, we understand the importance of partnering with an integrated agency with a deep and strategic knowledge of the luxury landscape in China,” said Robert Cheng, Vice President, Brand Marketing and Communications, Rosewood Hotel Group. “WE Red Bridge demonstrated they could help drive awareness of Rosewood’s expanding global footprint, while positioning the brand as a distinct and modern expression of luxury hospitality. Their insightful understanding of the Chinese and Hong Kong markets, and their ability to apply market insights to provide smart and creative engagement across traditional and digital platforms, will no doubt create opportunities for increased brand affinity and awareness that will ultimately drive our brand and business forward.”

With expertise spanning digital, insights, content and creative, the WE Red Bridge team, led by Nicky Wang, will be responsible for developing a comprehensive influencer engagement strategy, as well as creating a strong content development plan for Rosewood properties in the region. In addition to the brand’s 24 properties in China and internationally, the agency will also support Rosewood in preparing communication engagement tactics for its upcoming property launches in Hong Kong and Guangzhou.

Commenting on the win, Nicky Wang, Managing Director, Strategy, WE Red Bridge said, “We’re thrilled by the opportunity and trust given to us by Rosewood Hotels & Resorts. Rosewood is an iconic brand that is redefining luxury hospitality, and we look forward to bringing to life the brand's 'Sense of Place®' philosophy to China's affluent travellers.”

With a focus on providing an integrated service offering rooted in insight and creativity, WE Red Bridge currently serves top clients in Greater China including Aesop, Cardinal Health, DFS Goodyear, iRobot, LaLiga, lululemon and Scoot.

About WE

WE works with some of the most innovative companies on the planet — those focused on delivering the next big thing. With a media landscape that is moving, pulsing and constantly evolving, brands must navigate everything from industry disruption and technology shifts to stakeholder mandates and political headwinds. In turn, brand stories have to move with new velocity and sync across every device and platform. Using our Momentum methodology, we partner with clients to create transformative communications that are rooted in insight and drive big impact. Our fiercely independent mindset allows us the freedom to bring together the best talent, ideas and partners, through our revolutionary partnership approach, The PLUS Network, to create powerful, persuasive campaigns. Shiny accolades like Cannes Lions, SABREs, Best APAC Medium Agency and PRWeek Award for Best Use of Social Media/Digital adorn our offices. We’re global, speak 37 languages and we’re not much for standing still. But it’s not about us, it’s about our clients, their customers and setting their brands in motion. Time to move.

For more information, press only: James Fearnside,, (+852) 2578 2927