The South China Morning Post (SCMP) has unveiled its Readers of SCMP Campaign, which tells the international story of Hong Kong through the lens of six readers from different walks of life who exemplify the defining qualities of the Post’s audience base.
Central to the campaign is the message that great journeys start with anyone, anywhere, at any time. The Post amplifies this message by featuring the vignettes of six readers whose profiles epitomise the international story of Hong Kong in their “moments of creation”.
The six vignettes of the campaign in their moments of creation include Allan Zeman, chairman, LKF Group; May Chow, chef and founder, Little Bao; Steven Lam, co-founder and CEO, GoGoX; Shalini Mahtani, founder, The Zubin Foundation; Gregory Van, co-founder and CEO, Endowus and Anson Chan, a student from Island School.
Within the campaign ad, the six readers described SCMP as the source of news that they trust, and said the Post gives them an Asian perspective of the happenings in Hong Kong. They represent the Post’s reader archetypes, as represented by makers, leaders, pioneers, innovators, visionaries. The vignettes are a celebration of the social, cultural and economic influence these archetypes wield.
In terms of mediums of promotion, there will be media placements including SCMP newspaper wraps, SCMP digital media, OOH across main commercial areas in Hong Kong, digital ad placements, print, events, and more across Hong Kong and Singapore markets, with activation programmes such as coffee pop ups at trade events and at partner locations.
“The first brand initiative of our 120th anniversary, this Readers of SCMP campaign celebrates the entrepreneurial community of Hong Kong which has been with the Post every step of the way since day one,” said Kevin Huang, COO, South China Morning Post.
The brand aims to connect partners to quality Asian affluent and influential business decision maker audiences, according to Huang. “Our culturally relevant content and events drive connection and consideration, and our first party data platform and brand safety tools deliver impact through insights and context. South China Morning Post Advertising+ is for brands and partners who want to shape the next chapter of Hong Kong and Asia's story.”
The campaign also celebrates SCMP’s readers who are shaping its world, be it makers, leaders, pioneers, innovators and visionaries of today and tomorrow, according to Paul Phillips, strategy and insights director, South China Morning Post. “The campaign was conceived as a result of findings by in-house market research conducted in January 2023 revealing SCMP’s leading and nuanced market share in quality, affluent and influential readership.”
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