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 SCMP.com
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 SCMP.com’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.
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 SCMP.com
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 SCMP.com’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.
