Sky Post looks to the big issues for new brand campaign

Sky Post (晴報) has rolled out new branding campaign in an effort to enhance its strength in providing rational content and speak for the interest of middle class.

Created by Metta Communications, the 30 second TV commercial rides on the tag “Voice for the Rational” (一同為理發聲) and features news footage of major events from human rights, peace and justice - which adds depth to Sky Post’s principle of upholding impartiality and professional reporting.

The spot will air on Cable TV, Now TV, TVBi news and Newsline on in-train TV along West Rail Line. Ads will also run on transit media, MTR, print ad and various online platforms.

Perry Mak, publisher of Hong Kong Economic Times, said: "Sky Post will be celebrating its 3rd anniversary on 27 July 2014. We are delighted to find the paper well received by readers and advertisers since its launch. We see launching this burst of advertising would help reinforce the fundamental value of Sky Post – that is to provide rational contents and views.”

The newspaper also added new content to its pages last month including a “Talk of the Town” column reporting hot social issue; Arthur Shek, the popular icon from HKET will also contribute critics to the new column “Speak for the truth” (為理發聲); Smart Buying, a column dedicated to shopping tips was also launched to tap middle class readers.

The campaign will run until late July.

Client: Sky Post
Creative: Metta Communications
Creative team: Andrew Lee, founder and chief brand designer
Joshua Lau, associate creative director
Ronald Chong, senior copywriter
Media: In-house