Authentic Local Stories Draw Interest for Hyatt Regency Bangkok Sukhumvit

January 24, 2018
SCMP Updates
Custom branded channel “Bangkok Creators” features native storytelling by two of the city’s most influential creatives

While Bangkok has long been a top tourism hotspot, it is precisely this fame that makes it difficult to differentiate among a sea of voices all vying for attention, using repetitive and tiresome stories, to draw interest from a finite audience pool within the tourism and MICE segments.

To solve this problem, Hyatt sought assistance from Morning Studio, SCMP’s new branded content division, to help promote its Hyatt Regency Bangkok Sukhumvit’s grand opening and time-limited 20 per cent discount, leveraging the Morning Studio team’s content expertise, including extensive editorial, media production and local coverage experience.

For this first collaboration with Hyatt, the Morning Studio team devised a custom branded “Bangkok Creators” channel hosted on SCMP.com that avoids traditional travel content and instead features refreshingly innovative native storytelling by two of the city’s most influential creatives, photographer @golfwashere and food vlogger Mark Wiens. They discuss their favourite Bangkok places from the perspectives of local denizens, with the added effect of raising interest in visiting these unconventional places, and therefore encouraging bookings via Hyatt’s positively associated website.

Morning Studio handled all brand strategy, media production and promotional aspects, including creative concepts, lining up the two influencers, video-shooting in Bangkok, interviews, writing the branded content, and doing internet marketing via social media and targeted eDM, making sure readers are engaged at every stage of the marketing funnel from start to finish.

The full web content features a 3-minute branded video accompanied by a written article, while social media posts on Facebook and Instagram feature abridged versions of the video to speak more intimately to digital native audiences. The two influencers also reposted the content to their audiences, further amplifying market segment reach. The eDM blast was sent to 10,000 of SCMP’s filtered subscribers interested in Travel & Leisure.

The Morning Studio team paid attention to every detail, even incorporating Hyatt’s branding at the subliminal level by employing Hyatt’s purple for the video colour tone, and using the Regency logo shape in map captions. Throughout the written article, hyperlinks were inserted at appropriate places to direct readers to Hyatt’s website for further travel guidance.

Using an influencer-marketing strategy, the branded web content attracted more than 2,000 shares over the weekend after publication, with shares now approaching 3,000, and the two abridged Facebook posts are among the top-performing SCMP videos around the week of its publication - reaching over 500,000 people and generating over 17,000 engagements. Riding on the massive reach of the two Facebook videos, those who engaged with the two posts are further targeted with an ad post that directly links to Hyatt Regency Bangkok’s booking page - which has thus yielded more than 1,000 leads over two weeks’ time.

Contact us to learn more about how Morning Studio helps promote your brand message using a native approach encompassing content planning and delivering engaging stories.
 

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