Dedicated new Hong Kong Arts Festival channel
February 26, 2018
SCMP Updates
Custom-produced Web channel leverages SCMP’s broad reach and multimedia expertise to gain awareness and boost attendance
In its 46th year, the Hong Kong Arts Festival is an annual celebration of a diverse range of local and international artists across all genres.
Created to enrich Hong Kong’s cultural life, this major event has featured top international artists and ensembles, including Western and Chinese operas, classical music, jazz and world music, dance, and theatre. Large-scale and outdoor events have also been held.
Seeking to gain further awareness and increase audience attendance, the Festival’s organisers sought the assistance of SCMP Marketing & Advertising Solutions.
The SCMP team proposed the production of a dedicated Web channel on scmp.com featuring custom, branded content to highlight features from the Festival's 2018 line-up, in a sequence of four themes covering states of mind we experience in life: “My Love,” “My Hope,” “My Tears” and “My Dream.”
Developed in alignment with the client's direction, the branded content surveys the landscape by presenting vignettes from the lives of the artists, via an emotional journey, such as exploring the tearful struggles of renowned dancer Svetlana Zakharova.
In collaboration with experts on SCMP’s Specialist Publications team, the Advertising & Marketing Solutions team performed a wide range of tasks, including conducting interviews, materials research, and final content development. Promotion of the new channel was via eDM, banner ads on SCMP.com, and the SCMP’s Facebook page.
Let the SCMP’s Content Specialists help you create customised content for your brand messaging, and gain awareness from top-tier readership via our extensive and engaging multimedia platform.
In its 46th year, the Hong Kong Arts Festival is an annual celebration of a diverse range of local and international artists across all genres.
Created to enrich Hong Kong’s cultural life, this major event has featured top international artists and ensembles, including Western and Chinese operas, classical music, jazz and world music, dance, and theatre. Large-scale and outdoor events have also been held.
Seeking to gain further awareness and increase audience attendance, the Festival’s organisers sought the assistance of SCMP Marketing & Advertising Solutions.
The SCMP team proposed the production of a dedicated Web channel on scmp.com featuring custom, branded content to highlight features from the Festival's 2018 line-up, in a sequence of four themes covering states of mind we experience in life: “My Love,” “My Hope,” “My Tears” and “My Dream.”
Developed in alignment with the client's direction, the branded content surveys the landscape by presenting vignettes from the lives of the artists, via an emotional journey, such as exploring the tearful struggles of renowned dancer Svetlana Zakharova.
In collaboration with experts on SCMP’s Specialist Publications team, the Advertising & Marketing Solutions team performed a wide range of tasks, including conducting interviews, materials research, and final content development. Promotion of the new channel was via eDM, banner ads on SCMP.com, and the SCMP’s Facebook page.
Let the SCMP’s Content Specialists help you create customised content for your brand messaging, and gain awareness from top-tier readership via our extensive and engaging multimedia platform.
