SCMP honours readers and HKers' spirit with new anniversary campaign

Building on its "I Read the SCMP" campaign launched earlier this year, the South China Morning Post (SCMP) has unveiled a new initiative to bring to life the broad and deep relevance of the SCMP as part of its 120th anniversary celebration.

Also known as “Your SCMP”, the campaign aims to reposition SCMP for a broad group of readers in Hong Kong and other parts of Asia, as well as advertisers, businesses and Hong Kong students who aspire to participate and thrive within the global landscape. Together with its extensive reach, SCMP aims to actively engage audiences and encourage them to shape the Hong Kong story collectively.

Don't miss: SCMP tells the international story of Hong Kong through readers' lens

Produced by the SCMP’s Morning Studio, the campaign consists of two videos titled I Read the SCMP and I Work with the SCMP, showcasing how these individuals are deeply connected to the Hong Kong narrative, as well as to the SCMP. 

I Read the SCMP:

I work with the SCMP:

To engage with a wider audience, the campaign is promoted through targeted media placements, including the SCMP online and print, digital media, social platforms and strategically placed out-of-home advertisements in key commercial areas across Hong Kong. It also comes along with a series of marketing initiatives, including a pop-up installation, newsstand branding, coffee carts and cocktail hour activations.

“For generations, the South China Morning Post has told the international story of Hong Kong, and now we are at a pivotal moment where we see it as our role to celebrate the importance of our home,” said Catherine So, CEO, South China Morning Post. “We hope that this campaign will inspire, promote and grow the Hong Kong community for the better.” 

“In this 120th-anniversary initiative the South China Morning Post celebrates the broad relevance and impact of our readers, partners, and people who are shaping the international story of Hong Kong. For generations, the South China Morning Post has told the international story of Hong Kong, and now we are at a pivotal moment where we see it as our role to celebrate the importance of our home. We hope that this campaign will inspire, promote, and grow the Hong Kong community for the better," said Kevin Huang, chief operating officer, South China Morning Post.

“Building on the original message of the I Read the SCMP campaign, Your SCMP goes broader showing the importance, relevance and impact of our readership, people, and partners.It’s SCMP Advertising+ that connects partners with the Post’s broad and influential quality audience so they can tell their brand stories to the people shaping the international story of Hong Kong,” he added.

MARKETING-INTERACTIVE has reached out to SCMP for more information.

Back in April, SCMP launched its "Readers of SCMP" campaign, which told 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. The six vignettes of the campaign in their moments of creation included 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.

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