After taking over the license to publish Esquire from South China Media, SCMP group is planning a local launch of its digital platform.
EsquireHK.com will follow suit with its US counterpart, carrying lifestyle and fashion content, reviews and interviews. The site goes live from 1 September.
Josephine Chan, managing director, SCMP Magazines Publishing said, there was a “dearth of men’s fashion and lifestyle websites with quality and original content in sync with what Hong Kong readers are looking for”.
She said the local Esquire portal will aim to bridge this “important market void”.
An online campaign titled “Are you THE MAN?” has preempted the website launch and introduced readers to Esquire HK’s brand essence – modern, sophisticated, confident and detailed.
Created by the EsquireHK.com team, the campaign is making a splash with visitors, some of whom heard about it from Esquire’s HK Facebook page. The campaign challenges site visitors to test their understanding of “Lifestyle, Style, Workplace and Party”.