Bespoke Publishing and Branded Channel Chronicle Evolution of Kowloon East

December 27, 2018
SCMP Updates
Campaign profiles Kwun Tong as new CBD leading Hong Kong’s Smart City development

Sino Land's Grand Central wanted to raise awareness of its achievements in the Kowloon East district, particularly for Kwun Tong, and sought the assistance of Morning Studio, SCMP’s new branded content division.

The goals were to establish a strong association between Sino Land's Grand Central and Kowloon East, riding on the Energizing Kowloon East project; to develop Kwun Tong as the centre of future living; and to raise awareness of Kwun Tong as a key Smart City neighbourhood and Hong Kong’s new central business district (CBD).

For this first collaboration with Sino Land's Grand Central, the Morning Studio team devised a plan which involved creating an engaging story that would attract the right audience via online and offline platforms. The project made use of the diverse skills of Morning Studio’s team members - across the fields of journalism, video production, editorial and publishing - to identify the right interviewees who would represent the kind of smart living and creativity that Kwun Tong embodies, to edit branded videos, and to produce a bespoke published booklet with QR codes to navigate the online branded content.

The booklet and online content were divided into four chapters, each with titles beginning with “E” (the beginning letter of “East”): Evolve, Energise, Engage and Experience.
A total of 50,000 hard copies of the 28-page bespoke tabloid booklet were distributed to the public via one of the largest coffee shop chains and strategic newspaper retail locations. The branded online content featured four articles, with two being interview videos, plus a customised index page.

Ultimately, the campaign was very well received by the Sino Group's senior management and attracted a lot of business inquiries.

Contact us to learn how Morning Studio can help raise your brand profile and help your message reach the right audience, leveraging a synergy of diverse skills across media, Internet, publishing.

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, 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, 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