American Express appoints Ate Consulting for Asian Masters PR

Ate Consulting has won the PR account for American Express’ first Asian Masters festival, which celebrates the food and lifestyle of Asian talents, produce, heritage and culture.

Organised in conjunction with Sphere Exhibits, a wholly-owned subsidiary of Singapore Press Holdings, the festival will happen twice a year and hopes to attract visitors from Hong Kong, China to Japan and Malaysia.

A spokesperson from the agency said that the PR push would be from both a digital and traditional front.

"We will be concentrating on Singapore for the scope of PR work, and since we intend to push the digital media front as well, we expect the publicity would cross borders to reach out to potential visitors from outside of Singapore," the spokesperson said.

The first Asian Masters Spring/ Summer festival is scheduled for January and the Autumn/ Winter installment will be held in October next year.