“Building Connections” highlights Hong Kong’s mega connectivity projects

November 22, 2018
SCMP Updates
Custom content for Hong Kong Tourism Board bridges overseas interest to drive awareness among world travellers

Charged with promoting Hong Kong to the world as a top destination, the Hong Kong Tourism Board (HKTB) is constantly seeking ways to foster and sustain interest among travellers to the city.

Hong Kong’s two recent world-class infrastructure projects, the Hong Kong-Zhuhai-Macau Bridge and the first high-speed rail connecting Hong Kong to key mainland urban centres, are ideal catalysts for jumpstarting conversations.

Therefore, the HKTB engaged SCMP Marketing Solutions, for the first time, to leverage the opening of these two major projects, highlighting the theme of connectivity to raise awareness of Hong Kong’s expanding links with the mainland, and continuing role as China’s gateway to the world.

The SCMP Marketing Solutions team proposed leveraging SCMP’s rich audience of “China curious” global readers by creating engaging content to excite business and leisure travellers. The proposed concept, “Building Connections,” is a multimedia series hosted on SCMP platforms and covering the major infrastructure projects, including exploring how the projects are building connectivity physically and beyond, with implications for Hong Kong and future business, travel and lifestyle.

In addition to uising SCMP’s editorial expertise in developing well-researched visual essays, the project features infographic and video productions. The HKTB was impressed by the clarity of the quality infographics illustrating aspects of Hong Kong’s first high-speed rail.

To drive audience traffic, the SCMP team will be promoting the branded content via several SCMP News Facebook posts, and with 1.5 million overseas impressions of house banner ads.

The first of the four episodes has been launched.

To learn more about how SCMP Content Specialists help create engaging content tailored specially for your brand, contact us.

About South China Morning Post 

South China Morning Post is a leading global news company that has reported on China and Asia for more than a century. Founded in 1903, SCMP is headquartered in Hong Kong, where it is the city’s newspaper of record, with a growing correspondent staff across Asia and the United States.Its editorial teams are powered by emerging digital technologies to create innovative ways to tell Asia’s most important and compelling stories.

Against the backdrop of shifting discovery and consumption behaviours, SCMP reaches users across distributed media platforms including scmp.com, smartphone and tablet apps, social media and messaging platforms, as well as our flagship newspaper.  SCMP is also home to Abacus, a digital news brand focused on China's tech industry; Inkstone, a daily news brief for those curious about China's growing impact around the world; and Goldthread, a content platform with a focus on food, travel and culture in China.

About Morning Studio 

Morning Studio is a dedicated branded content team at SCMP that is leading the evolution of marketing in the region by more strategically connecting advertisers with readers through enhanced content solutions offerings. Morning Studio combines world class branding strategists, multimedia designers, and audio/video producers with editorial experts who have a deep understanding of SCMP’s readers. Crafted with SCMP’s high editorial standards, branded content is presented with the unique voice of the particular SCMP platform on which it is featured, whether SCMP.com, Abacus, Inkstone or Goldthread. Morning Studio’s online content can be complemented by integrated offline offerings such as sponsored supplements, bespoke publications and customised events.

For further information, please contact us