Qantas Airways, Birdie and Hyatt Hotels and Resorts experts reveal secrets of successful content marketing strategies

November 7, 2019
SCMP Updates
Advertising executives join panel discussion hosted by Morning Studio, SCMP’s creative  arm for brands, at Hong Kong’s Digital Media Asia 2019 event

Everybody loves a good story. Native advertising, also known as sponsored content, is a content marketing strategy that leverages the art of storytelling with a content-infused campaign. 

Members of Morning Studio, South China Morning Post’s creative arm for brands, shared their experiences of creating successful native advertising campaigns at the three-day Digital Media Asia 2019 – including conferences, masterclasses, a technology and service expo and the 9th Asian Digital Awards – held from October 29 to 31.

“The definition and scope of what native advertising involves is fast evolving and means so many different things to different people,” says Johnny Ng, SCMP’s marketing solutions director. 

“Instead of interrupting content that the readers want to see, why not become the content?”

Native advertising is content an advertiser pays for to help promote a product or service, such as a piece of writing or other material on a platform.

It resembles the form and the feel of other “native” editorial content in the media where it appears, including newspapers, magazines or advertiser-funded programming on television or the internet. 


Native advertising has proved to be more effective than traditional advertising, which has an average click-through rate of only 0.06 per cent on banner ads and 60 per cent  of people say they do not even remember the last banner ad they saw.

“Creating great content that people want to read is just the first part,” Ng says. “What we need to also do is drive profitable consumer action through marketing.”

In a panel discussion, moderated by Michala Sabnani, SCMP’s branded content director, advertisers across different businesses discussed the challenges they are in the industry and how different forms of content marketing can be adopted into marketing strategies. 

The speakers were Kevin Huang, head of Birdie, Birdie Mobile; Mildred Wong, director of field marketing and communications, Asia Pacific, Hyatt Hotels and Resorts, and Treesa Amy Leung, marketing manager, Hong Kong, Southern China and Taiwan, Qantas Airways.

Contact Morning Studio to discover how to create content that goes the extra mile. 
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