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.
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.
