Hong Kong – The South China Morning Post (SCMP), the Hong Kong-founded and -headquartered global news company, has released its biggest brand initiative in five years. Called ‘More than a story’, the campaign aims to tell that ‘a story’ is not to be digested at face value as its purpose and essence transcends more than just it being a set of facts or a trove of words. It seeks to share the message that it is more than just reporting, words on a page, facts, and a story – it is greater than the sum of its parts.
Adrian Lee, SVP of audience growth at SCMP, says the campaign serves as a ‘love letter’ to the city the Post calls home, that is Hong Kong. The brand initiative honours the vocation of journalism and how it is an enabler of keeping the principles of truth, responsibility, and community intact within society.
“[It is] a reminder of the resilience and tenacity which we share with our home audience, made possible because of a vocation informed by purpose and mission,” added Lee.
He continues, “This shared mission by our people is fuelled by a deep sense of belonging, serving as their beacon every step of the way as they report on the entire spectrum of social issues in our community.”
The latest campaign builds on its previously-launched messaging ‘Journalism that Hong Kong Deserves’. Divided into three parts, the inaugural episode of ‘More than a story’ brings us behind the scenes to offer a candid and unvarnished close-up of the deep commitment Hong Kong desk reporters exhibit in.
The campaign turns the focus inwards and allows readers to hear straight from the source – SCMP’s journalists and its people – of what motivates and inspires them, as they explain why they do what they do and are driven to effect positive change in their home city.
Episode one debuts across SCMP’s website, news app, and social media channels and will also make an appearance on the iconic videowall at Times Square in Causeway Bay, a location which has served as the Post’s newsroom headquarters since 2018. The campaign’s citywide rollout will extend to a wide range of locations in the coming weeks — a tribute to its journalists, readers and fellow Hongkongers who have been with the Post “every step of the way.”
Throughout the year, subsequent videos will be released featuring different aspects and individuals working in the Post’s newsroom.
“As our global coverage continues to evolve and expand, the Post remains committed to honouring its roots and origins as Hong Kong’s home-grown international newspaper of record,” said the Post.