‘Your SCMP’ 120th-anniversary campaign celebrates the readers, partners and people of the South China Morning Post
- The South China Morning Post celebrates its 120th anniversary by unveiling a captivating new brand campaign to honour its readers, partners and the indomitable spirit of the people of Hong Kong
- Building on its I Read the SCMP campaign launched earlier this year, the new Your SCMP campaign brings to life the broad and deep relevance of the brand
“For generations, the South China Morning Post has told the international story of Hong Kong, and now we are at a pivotal moment where we see it as our role to celebrate the importance of our home,” says Catherine So, CEO, of South China Morning Post. “We hope that this campaign will inspire, promote and grow the Hong Kong community for the better.”
Building on its I Read the SCMP campaign launched in April this year, the new campaign titled Your SCMP not only celebrates the media organisation's 120th anniversary but also brings to life the broad and deep relevance of the Post by celebrating its diverse readership and partners, as well as the people who epitomise and shape the international story of Hong Kong.
The campaign showcases 11 new prominent individuals in addition to the six introduced in April, reflecting the diverse and influential readership of the Post. These people come from various backgrounds, demonstrating the media organisation's commitment to encompass all segments of society.
Along with the videos comes a series of marketing initiatives, including a pop-up installation, newsstand branding, coffee carts and cocktail hour activations.
Ultimately, the campaign aims to reposition the Post for a broad group of readers in Hong Kong and other parts of Asia, as well as advertisers, businesses and Hong Kong students who aspire to participate and thrive within the global landscape. Together with its extensive reach, the Post aims to actively engage audiences and encourage them to shape the Hong Kong story collectively.
“Your SCMP goes broader, showing the importance, relevance and impact of our readership, people and partners,” says Kevin Huang, chief operating officer, South China Morning Post.
Your SCMP spotlights 11 new distinguished profiles, who read the SCMP:
- Tiffany Chan – professional golfer, LPGA
- Jason Cheung – top DSE scorer, 2022
- Elliot Leung – composer, classical music & film music
- Daryl Ng – deputy chairman, Sino Group
- Frederick Poon – principal, St. Paul’s Co-educational College
- Douglas Young – co-founder & CEO, G.O.D.
Work with the SCMP:
- Justin Bonnett – regional head of marketing, Jones Lang LaSalle
- Cindy Chee – communications director (Hong Kong & Macau), Cartier
- Haymans Fung – head of marketing, retail bank HK & global Partnerships, Standard Chartered Bank
Work at the SCMP:
- Jeffie Lam – news editor, city desk, South China Morning Post
- Mia Nulimaimaiti – reporter, political economy, South China Morning Post
Along with some of the six individuals who debuted in April:
- Anson Chan – student, Island School
- May Chow – chef & founder, Little Bao
- Steven Lam – co-founder & CEO, GoGoX
- Shalini Mahtani – founder, The Zubin Foundation
- Gregory Van – co-founder & CEO, Endowus
- Allan Zeman – chairman, Lan Kwai Fong Group
Wardrobe: Frey (Cindy Chee); Self-Portrait from Net-A-Porter (Haymans Fung); The Armoury (Elliot Leung); L’Etoile Sport from Net-A-Porter (Tiffany Chan).
