Morning Studio drives Singapore Grand Prix 2019

August 28, 2019
SCMP Updates
Latest collaboration goes beyond the race track and promotes off-circuit attractions to a wider audience

Following previous successful marketing collaborations (including an event, special supplements and advertorials), organisers of the Singapore Grand Prix once again sought the expertise of Morning Studio to help promote this year’s racing extravaganza, including drawing attendee interest to an extensive lineup of off-circuit race-themed activities such as precinct parties, concerts and dining events.

The key objective of the campaign was to drive ticket sales to the Singapore Grand Prix 2019, targeting both racegoers and those interested in the entertainment lineup. The Morning Studio team’s main challenge was conveying the message to a wider audience beyond the core segment of racing enthusiasts, and highlighting other aspects of the full event lineup to potential attendees who are not primarily interested in automotive racing.

Because there were so many off-circuit events to promote, Morning Studio’s content experts proposed an interactive map which would serve as a “big picture” visual aid, not only helping to list all the various activities but also simultaneously giving a sense of the grander scale of the event to remind audiences of the many activities they could choose to participate in.

Aside from illustrating the interactive map, Morning Studio also wrote an accompanying advertorial to cover various fun facts and stories about the race, introducing in particular the wealth of entertainment activities and food and beverage options, all to attract interest and generate impulse visiting.

The entire advertorial production and management campaign ran with two weeks of the interactive map and written advertorial placed on ​​ (on both desktop and mobile editions). Driving traffic was achieved by a mix of banner ads (also designed by Morning Studio) and a paid post boost on the SCMP News Facebook page.

Ultimately, the organisers of the Singapore Grand Prix were very pleased and remarked especially on the high quality of the interactive map’s illustrations.
Contact the​ Morning Studio team to learn more about how a variety of creativity, resources and expertise from multiple aspects can elevate your brand message and industry.
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.

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