Mademoiselle May writes lively letters to all Hong Kong

May 24, 2018
SCMP Updates
Tailored content on dedicated web channel and integrated social media campaign raises awareness for annual Le French May cultural festival

This year’s Le French May received a huge boost from SCMP in the form of a dedicated web channel to showcase some of the festival’s headline performances.

Organised by Association Culturelle France– Hong Kong Limited, the annual cultural festival features French-themed events and activities, encompassing the arts, opera, classical and contemporary dance, music and theatre, circus, cinema, food and fashion.

The association engaged SCMP to promote Le French May 2018 and attract audiences to the festival’s diverse events, especially highlighted programmes.

SCMP’s content experts proposed communicating highlights from the programme schedule using two long-form stories enhanced with illustrations and animation, hosted via a dedicated web channel on, and launched in two episodes in pace with the schedule.

Utilising a differentiated and personable approach, and based on the motif that all of the art and theatre performances will be seen with a French interpretation, the SCMP team created the customised content as two personal letters to readers describing the exciting line-up “showcasing the best France has to offer,” and signed off "Culturally Yours, May."

To raise awareness for the campaign, the SCMP team used an integrated promotion strategy comprising eDM, Facebook, and Web banners.

Let SCMP Content Specialists help you go beyond a banner and effectively promote your events via our integrated media platform.
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