Tina di Cicco, the inestimable Director of Communications at the Intercontinental Grand Stanford Hotel Hong Hotel, was thinking one day about Chef Leung Fai Hung.
His restaurant at the hotel, Hoi King Heen, is well-known amongst foodies for its upscale Cantonese cuisine, of which he is a Master. Tina wanted to bring Chef Leung to a wider audience.
A simple idea - create a Facebook page for Chef Leung (which he writes) - turned into something more when a local journalist colleague of Tina's decided to create an event and invite fellow fans to join together at the restaurant one evening. The idea snowballed and more than 60 came, including many journalists, filling the Hoi King Heen full of people who didn't know each other, but whose common bond was the love of great Cantonese food.
What's more, they paid their own bill. Is this the first press facility in history organised and funded entirely by the media themselves?
They've become Chef Leung's Facebook friends. He posts pictures, gets feedback and alludes to secret ingredients. They continue to make pilgrimages to the Master.
Tina's now in Singapore and you can catch her presentations on using social media at conferences in Asia-Pacific. Tina keeps it simple, keeps it creative and looks for the impact on revenue! She is prima bloggerina assoluta.
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