Qantas Celebrates Anniversary with Seven Decades of Stories

April 25, 2019
SCMP Updates
New Advertorial video and branded written formats highlight inspiring stories from 70 years of Hong Kong service

Qantas Airways landed its inaugural flight into Hong Kong Kai Tak Airport in 1949, and for 70 years played a crucial role connecting people between Hong Kong and Australia.

To celebrate the milestone of its 70th anniversary catering to the Hong Kong market, Qantas wanted to raise awareness of its long-standing Hong Kong service and strengthen top-of-mind consideration for air travel to Australia.

To achieve this, Qantas sought the assistance of Morning Studio, the creative arm of South China Morning Post dedicated to the creation of branded content.

For this first collaboration with Qantas, Morning Studio’s expert storytellers and other content gurus proposed a two-fold approach using a pioneering media format, the “heroic” Advertorial video, alongside three branded written content stories. The whole campaign theme would be epitomised by its title - “The Past, The Present, and The Future” - showing how Qantas has been playing an important role for culture, trade and travel exchange between the two locations for seven decades.

To create the pioneering video and textual content, Morning Studio’s editorial experts conscientiously researched archived materials from SCMP’s extensive library and Qantas’s own collection, picking out the most interesting and representative true stories for this campaign. Additionally, Morning Studio conducted in-depth interviews with Qantas pilots to dive deeper and reveal more insight from the perspectives of these important insiders.

As a platform for putting up the Advertorial high-quality video and branded written content, Morning Studio’s digital media team produced a dedicated SCMP Channel “Flying High, Linking Lives” hosted on

The advertorial video summarised in a visually dramatic manner Qantas' contribution since its first flight to Hong Kong. In turn, the three branded content written articles covered stories about Chinese Australians from Hong Kong and how their root has affected their daily life in Sydney; an Australian expat who calls Hong Kong home; and a simple travel guide of lesser-known places in Australia.

Posts on Facebook, on both SCMP and Qantas social media channels drove traffic to the dedicated Web channel, with the story of Australian expat Bruce Ryde achieving particularly high page views and social media engagement (reflecting focussed interest from SCMP readers). The advertorial video was ranked No. 2 on’s “Most Shared” dashboard among all editorial pieces.

Contact us to learn how Morning Studio’s multidisciplinary talents and extensive resources can effectively raise your brand awareness and expand your audience reach through our unique mix of creativity, innovative resources, and audience targeting. 


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