Sky’s the limit for Hong Kong in Belt & Road

May 29, 2019
SCMP Updates
Branded campaign leverages Fourth Aviation Silk Road International Conference as marketing catalyst for raising awareness of Hong Kong’s role as crucial aviation hub

China’s Belt & Road mega-infrastructure project is a vast undertaking of unprecedented scale in human history. Related to this grand transcontinental vision is the smaller, yet no less significant Greater Bay Area project, encompassing many cities within the historical Pearl River Delta region, not least being Hong Kong.

To raise awareness of this city’s crucial role as an aviation hub within the context of the Greater Bay Area, the Belt & Road Hong Kong Centre sought the assistance of Morning Studio, SCMP’s creative arm dedicated to the creation of branded content for reaching targeted market audiences, to help leverage The Fourth Aviation Silk Road International Conference (held in Hong Kong on April 2, 2019) as a marketing catalyst.

For this inaugural partnership, and taking into consideration the topic specificity and tight timeline, Morning Studio’s content experts proposed a written article that looked into the positioning of Hong Kong in the aviation world, through the voices of industry leaders and experts. The article would be hosted on and promoted via Facebook, as well as inclusion in SCMP’s eNewsletter distributed to targeted audiences. As an arm of SCMP, Morning Studio can optimally use SCMP as an ideal platform for the Belt & Road Hong Kong Centre to influence its target markets, which are the Belt & Road countries.

Via SCMP’s vast cross-industry connections, Morning Studio’s editorial experts reached out to aviation experts, including officials, to glean insights which  coalesced into an engaging piece titled: “Hong Kong remains vital aviation hub as Greater Bay Area develops, say industry experts and officials”.

The branded content written article attracted over 100,000 page views across a month, and was ranked one of the most viewed articles on that month. Amplified by the Facebook post, the article attained a reach of more than 356,000, and in excess of 1,400 engagements.

Contact us to learn more about how our Morning Studio team leverages cross-disciplinary expertise and market reach to help you connect branded content with your desired audiences


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