HKTB’s Hong Kong: City of Action channel promotes Hong Kong as Dynamic City

February 27, 2019
SCMP Updates
Morning Studio created a hybrid project featuring both advertorials and branded content to optimise budget and impact

Following a successful previous partnership with Morning Studio, the HKTB again sought assistance from the creative arm of South China Morning Post dedicated to the creation of branded content.

The HKTB’s earlier campaign, “Building Connections”, promoted the newly launched High Speed Rail alongside Hong Kong-Zhuhai-Macau Bridge.

For this second collaboration, the HKTB’s goals were to promote Hong Kong as a dynamic city with expertise hosting international events (such as the Longines Masters, Formula E, HK100, Art Basel, Art Central and other world-class productions), and to raise the profile of the variety of sports and arts happenings in the city during spring 2019.

A major challenge to the project was promoting all of the nine events across sports and arts, while staying on budget. Content experts at Morning Studio proposed a solution: Utilise a hybrid format, combining advertorials with featured branded articles. Advertorials would cover all the events, while features would focus on selected events and provide more detail. A tight timeline added to the challenge.

Ultimately, Morning Studio delivered advertorials and branded content episodes. The advertorials led the roll-out, launching in January and serving as introductions covering all the sports and arts events in spring 2019. February saw episodes on the Longines Masters and equestrian sports, a behind-the-scenes photo essay on Cantonese opera, and a video interview with a participant of the Vibram HK100 race .

Contact​ us to learn how the Morning Studio team elevates your brand through the creative and effective use of multidisciplinary media, skills, resources and expertise.


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