Morning Studio Drives 47th Hong Kong Arts Festival Advance Ticket Sales

December 28, 2018
SCMP Updates
360-degree strategy encompassed branded channel and episode, Share of Voice buys, social media, plus web banners

Organisers for this year’s Hong Kong Arts Festival (HKAF) have again collaborated with the SCMP, following last year’s successful native branded content campaign for which the SCMP team delivered engaging native storytelling to boost HKAF’s brand profile.

The Festival was created to enrich Hong Kong’s cultural life and is an annual celebration of a diverse range of local and international artists across all genres, with a variety of indoor and large-scale outdoor events.

While last year the organisers wanted to focus on increasing brand awareness, with reviews of Festival shows, this year the emphasis was on call-for-sales - to drive advance bookings for the performances - a considerably more difficult task compared to raising brand profile.

Specifically, the goal was to encourage ticket sales during the advance booking period which ran from October 11 to November 29.

This year, Morning Studio, SCMP’s new branded content division, handled the work, proposing a new branded content channel entitled “Stage Presence”.

The new branded channel features an engaging native branded content episode, and divides the 20 programmes of the 47th HKAF into four categories: “Old classics in a new light”, “In Hong Kong for the first time”, “Masters return ... one of them perhaps for the last time”, and “Stories of life … told on stage”. The branded content episode achieved over 110,000 page views, which was also one of the best-performing article on in Nov 2018.

Morning Studio’s content strategy uses a 360-degree approach, engaging readers at every stage, across various platforms. For this year’s HKAF campaign, Share of Voice (SOV) buys on SCMP platforms increased visibility, with a Behavior Buy on to reach a targeted audience.

The SOV buys were further supported with a Facebook Instant Experience (more commonly known as a Facebook Canvas Ad) and four Instagram Stories, offering a visually impressive summary of the programme line-up and focusing on the essence of the Festival, with an immediate Call-to-Action (CTA) on the last frame, directing readers to HKAF’s ticket sales page. Additionally, Morning Studio also produced a separate Facebook post, and a set of web banners, to boost reach, all resulting in a tremendous number of impressions and site visitors. The Facebook Canvas Ad reached more than 200,000 people with 7,000 clicks.

Contact​ SCMP to learn how our Morning Studio team can elevate your brand message with a diverse toolkit of creativity, resources and expertise, and help your brand expand and reach its audience.


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