Client: AXA Global Healthcare
From Hong Kong to the UAE: Making global headlines for AXA Global Healthcare – everywhere that matters
60+
pieces of global coverage
450k+
estimated coverage views
124
backlinks
AXA Global Healthcare is a world leader in premium private medical insurance, trusted by individuals and businesses around the globe. Known for protecting people living and working abroad, it’s a brand with serious international clout.
When the brand set its sights on growth in new regions, we were brought asked to help deliver border-crossing coverage. The brief? To build brand fame among expats in the UK, UAE and Hong Kong.
With a story rooted in care, connection and cross-border insight, this wasn’t just a PR push - it was a campaign built to travel.
The brief
Expats face plenty of pressures. Accessing healthcare shouldn’t be one of them. AXA Global Healthcare wanted to spotlight its Virtual Care Services and Mind Health self-check tool.
With the dual challenge of making news out of a functional product, plus needing to reach three distinct audiences with a single brand message, we had to find the common thread. Then weave in cultural nuance that would be relevant, local, and real.
Human-focused, data-driven
We started with what makes headlines tick: insight. A media audit confirmed our hunch — men’s health was under-reported, under-discussed, and often under-prioritised. (With the option to follow up later on with a women’s health angle.)
To get under the skin of what really matters to people living in the UK, UAE and Hong Kong, we teamed up with a research agency to survey men and women across all three regions.
The results were undeniable: men were consistently more likely to fix their car or phone than seek help for their mental or physical health.
A simple insight, with universal relevance.
The results:
A local-global fame PR campaign built to move.
With culturally tailored press releases, professional translations in Arabic and Traditional Chinese, and carefully curated outreach to both national media and men’s lifestyle titles, we made sure this story had legs.
All together:
60 global pieces of coverage (and counting)
441k combined reach (estimated coverage views)
124 earned backlinks to AXA Global Healthcare website (with SEO value baked in)
Many of PR hits are in leading national news outlets such as the Khajeel Times (UAE), Yorkshire Evening Post (UK print) and AM730 (Hong Kong), as well as high profile lifestyle publications like Time Out Hong Kong.
key takeouts:
The audience is highly specific so this wasn’t about reach for reach’s sake. It was about building relevance and recognition – with a story that travelled across borders, but landed close to home.
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