Client: Monsoon Books

The Book:

As a sequel to the first volume, Invisible Trade, journalist Gerrie Lim unravels and demystifies two major aspects of the sex industry in squeaky clean Singapore:

• the secretive double lives led by the beautiful, upscale escorts, and
• the reason why men habitually need to spend money to pay for sex.

In Invisible Trade II Gerrie Lim delves deeper into the workings of the sex industry here bringing out nine more evocative and haunting stories of his subjects based on their true lives and vivid memories. In his own smart and sardonic style, he is able to humanise an industry that is often misunderstood and chastised.

The strategy:

To get a bigger media interest, we looked beyond the book and focused on the subject matter instead. We pitched Gerrie Lim as someone who understands the sex industry and will be able to give expert opinions on sexual issues to journalists.

Given the nature of the topic, we specifically targeted women and men magazines that like to write on the topic of sex. Different topic ideas and interview opportunities were offered for the different magazines according to their editorial focus. Her World, Citta Bella, Playeur, Maxim and FHM were among the magazines that picked up on the pitch. All articles mentioned the book

We send copies to newspapers and other magazines for the possibility of reviews. Shin Min Daily newspaper did excerpts of the books that ran for 20 consecutive days.

The Outcome:

We managed the whole media liaison that included pitching and arranging for interviews. Coverage were gotten in the following media:

Broadcast Media:

Interviews on

• Get Real, Channel News Asia
• Asia Uncut (talk show), Star World
• Passion People, 938Live radio
• The Duke (talk show), AXN 

Print Media:

• Total Features & Interviews: 8
• Total Reviews & Excerpts: 3 & daily excerpts on Shin Min Newspaper over 20 day