SCMP Launches Brand Post

Sponsored Content that Adds Voice to Brand Story-telling

HONG KONG, Sept. 16, 2014 /PRNewswire/ — SCMP Group Ltd (SEHK: 583), Asia’s leading media holding company, announced that it has launched SCMP Brand Post, a dedicated advertising-driven content offering available on all SCMP’s English and Chinese digital platforms. Leveraging SCMP’s wide reach to affluent and influential readers, SCMP Brand Post provides a much sought-after channel for marketers and brands to deepen connection with their target audience. 

Launched recently, SCMP Brand Post has worked with HKT Premier, The Venetian Macau and Henderson Land Development to create sponsored content relevant to the lifestyles of their respective clientele communities. HKT Premier’s Brand Post, titled “Premier Living”, centres around quality home environments; and Henderson Land Development’s Brand Post, named “Neighbourhood Treasures”, explores the unforgettable eateries and places of interest in Island West.  Taking an interesting tack, The Venetian Macau crafted their Brand Post in Chinese on SCMP’s Chinese lifestyle website nanzaozhinan.com and presents its various events and promotions in a dedicated online channel entitled “Cotai Strip”.

Updated frequently, content on SCMP Brand Post is created by a team dedicated to understanding advertisers’ brand essence and generating stories to foster brand affiliation through topics intimately related to the brands. Through such relevant content, SCMP Brand Post brings clients closer to a ready audience that is attuned to the consumption environments intrinsic to their brands. Available on SCMP online properties including scmp.com, SCMPChinese.com, nanzaozhinan.com, tablet and mobile apps, SCMP Brand Post clients are well positioned to connect with SCMP’s expanding digital audience. From January to this month this year, on average SCMP.com recorded over 10 million monthly page views and is visited regularly by 2.8 million monthly unique users.  

“A cozy and smart home environment is at the heart of HKT Premier’s connection with consumers. With thoroughly-researched and well-crafted stories, SCMP Brand Post has created a strong brand association for HKT Premier as well as facilitated a community that fosters interior design best practices,” said Ms. Michelle Chan, Assistant Vice President, HKT Premier.

Mr. Romanus Ng, General Manager, SCMP Advertising and Marketing Solutions, said, “South China Morning Post is recognized for its intrinsic and determined drive to create quality content for readers. SCMP Brand Post is an extension of that drive, tailor-making content closely related to advertisers’ brands and thereby creating a digital landscape where our clients can engage readers through vivid storytelling. The content, be they stories, photos or videos, are relevant to the consumption habits of their consumers while not directly promoting the advertising brands. In a native advertising environment, brands are able to draw consumers closer to them unassumingly.”

Mr. Ng continued, “Through sponsored content, clients are tapping into SCMP’s established audience reach that matches their consumer demographic. We are excited to be able to help marketers bridge the gap with consumers. Going forward, SCMP Brand Post will continue to innovate and grow together with our clients.”

To learn more about SCMP Brand Post, please contact Ms. Cindy Tsui at +852-2565-2353 or cindy.tsui@scmp.com.

About SCMP Group Ltd and South China Morning Post

SCMP Group Limited (SEHK: 583) is a leading newspaper and magazine publisher in Asia. Its flagship publication, South China Morning Post, is Hong Kong’s internationally recognised English language newspaper and has the city’s most affluent and influential readership.

First published in 1903, the newspaper has developed an enviable reputation for authoritative, influential and independent reporting on Hong Kong, China and the rest of Asia. Available in print, mobile, tablets and online through scmp.com and e-reader editions, South China Morning Post reaches a global audience with daily breaking news, analysis and opinion, multimedia articles and interactive forums. The South China Morning Post received over 160 awards in 2013-14 for excellence in editorial, marketing and technical capability.  Other titles in the Group include the Sunday Morning Post, Nanzao.com, Nanzaozhinan.com, STYLE, Destination Macau, The PEAK, HK Magazine, The List, Where Hong Kong, and Where Chinese.

Through the joint venture partnership with Hearst, SCMP Hearst publishes the Chinese editions of Cosmopolitan, CosmoBride, Harper’s BAZAAR, Harper’s BAZAAR Art, Harper’s BAZAAR Bride, Esquire, ELLE, ELLE Men, ELLE Wedding, ELLE Décoration, and ELLE Accessories; and operates Cosmopolitan.com.hk, Cosmogirl.com.hk, Harpersbazaar.com.hk, ELLE.com.hk and EsquireHK.com in Hong Kong.

For further information, please contact: communications@scmp.com