Hong Kong International School teams up with Morning Studio for successful launch of EdTalk

December 20, 2019
SCMP Updates
Video-led interview – plus shorter edited outstream version – accompany discussion with high school principal David Lovelin that attracts nearly 100,000 page views

Hong Kong International School (HKIS), one of the oldest and most prestigious international schools in Hong Kong, teamed up  with Morning Studio, the South China Morning Post’s dedicated brand content arm,   to launch EdTalk, a series of videos of interviews with education experts sharing their ideas, visions and perspectives on a variety of educational topics.

November’s HKIS EdTalk featured a two-minute embedded outstream video – and a 30-second, edited outstream version on .Scmp.com – which played automatically when readers clicked on the website’s accompanying article, headlined, “Why boarding school may not be best for children aged 14 to 18”.

The goal of HKIS was to raise awareness about – and hopefully drive registrations to –  its High School Open House event held at the end of November.

In the article and video, David Lovelin, high school principal of HKIS,  discussed the importance of keeping secondary school children close to home during this critical period of their mental development. 

He referred  to his time running private schools in the United States and working at HKIS as he explained the type of educational experiences that international schools offer.

He also emphasised the importance of high school students having regular, easy access to their primary support network – their family.

The main outstream video helped to significantly boost the pageviews of the report, which was ranked number two among the “Most Shared” articles on Scmp.com during the campaign period. 

It also generated almost 100,000 page views and outperformed all of the other editorial education content during the same period.

The HKIS EdTalk was also heavily promoted on multiple SCMP platforms, which included the use of run-of-channel and run-of-site promotional banners and the creation of Facebook and YouTube posts to increase exposure. 

Contact us to learn more about how the Morning Studio team can help expand your audience base and raise your brand profile through our multimedia content solutions.
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 scmp.com, 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 SCMP.com, 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.
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