Hong Kong – The South China Morning Post (SCMP) published the first issue of its revamped Sunday magazine ‘PostMag’ on September 22. Formerly known as Post Magazine, the iconic weekly was first published in 1989 and now offers a renewed focus on culture, art, travel and lifestyle through people-focused features.
Each week, readers will discover the most exciting cultural happenings in Hong Kong and around the region. Interviews and profiles introduce emerging talent and go deeper with established personalities. Long-form features dive into lifestyle topics across culture, travel, food and drink, wellness and passions such as collecting and entrepreneurship.
Moreover, a new web and print design modernises and breathes new life into the brand while retaining a connection to its legacy.
Integrated into the revamp is a marketing campaign celebrating the significance of culture and lifestyle. The creative features three influential individuals–cultural entrepreneur Kevin Poon, fashion icon Vivienne Tam, and filmmaker Derek (Kwok Cheung) Tsang–who are shaping culture globally, sharing what life, culture, and discovery mean to them today.
Formats include portraits, styled letters to their younger selves, and 30-second videos that are an ode to living well in our city. A high-profile launch event will take place in late October.
Produced by the SCMP’s Morning Studio, the campaign reaches influential audiences through targeted media placements across the SCMP’s online and print, digital, and social platforms, as well as through digital media, direct mail, and out-of-home advertisements, including Hong Kong’s Statue Square.
Lee Williamson, executive director of specialist publications at SCMP, said, “What does it mean to live well? It’s this question that guides the editorial at PostMag. The reimagined magazine inspires readers to curate the best of life, to better appreciate the arts and culture, and to make the most of their limited free time.”
Meanwhile, Catherine So, chief executive officer of SCMP, commented, “Post Magazine has long been known for its trusted, authoritative coverage of life in Hong Kong. This relaunch ushers in a new era with elevated design and content, building on its 35-year legacy of high-quality journalism.”
Lastly, Cat Nelson, the newly appointed editor of PostMag, added, “I’m honoured to be leading the new direction of this iconic magazine that has long been a pillar of Hong Kong life. We’re excited to reach new audiences with PostMag while staying true to the core values that are so important to our loyal readers.”