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.
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.
