SCMP celebrates HK culture and lifestyle with revamped PostMag

The South China Morning Post (SCMP) has unveiled a campaign to celebrate its revamped Sunday magazine PostMag.  

Formerly known as Post Magazine, the iconic weekly was first published in 1989 and now offers a renewed focus on culture, art, travel and lifestyle through people-focused features. The first copy of the revamped magazine was published on 22 September. 

Targeting affluent audiences, the revamp aims to extend and deepen the relevance of our lifestyle and culture product with readers and advertisers in Hong Kong and across Asia. 

The revamped publication will offer readers long-form features that dive into lifestyle topics across culture, travel, food and drink, wellness and passions such as collecting and entrepreneurship. A new web and print design modernises and breathes new life into the brand while retaining a connection to its legacy.  

Integrated into the revamp is a city-wide marketing campaign celebrating the significance of culture and lifestyle. It was produced by SCMP’s Morning Studio. 

At the heart of the campaign is a collaboration with three influential Hongkongers who are shaping culture globally, including Kevin Poon on life, Vivienne Tam on culture and Derek Tsang on discovery. They share what life, culture, and discovery mean to them today – and what they’ve learned so far on the journey.  

Formats include portraits, styled letters to their younger selves, and 30-second videos that are an ode to living well in our city. A high-profile launch event will take place in late October. 

“From trusting the process to remembering your roots, the letters reveal that there is no one single way to live life well,” said a SCMP spokesperson when MARKETING-INTERACTIVE reached out.  

The campaign reaches influential audiences through targeted media placements across the SCMP's online and print, digital, and social platforms, as well as through digital media, direct mail, and out-of-home advertisements, including domination panels in Hong Kong’s Statue Square.  

Catherine So, CEO of SCMP, said, “Post Magazine has long been known for its trusted, authoritative life coverage in Hong Kong. This relaunch ushers in a new era with elevated design and content, building on its 35-year legacy of high-quality journalism.” 

“What does it mean to live well? It’s this question that guides the editorial at PostMag. The reimagined magazine inspires readers to curate the best of life, to better appreciate the arts and culture, and to make the most of their limited free time,” said Lee Williamson, executive director of specialist publications, SCMP.  

Cat Nelson, newly appointed editor of PostMag, added, “I’m honoured to be leading the new direction of this iconic magazine that has long been a pillar of Hong Kong life. We’re excited to reach new audiences with PostMag while staying true to the core values that are so important to our loyal readers.”

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