Hong Kong – The South China Morning Post (SCMP), the Hong Kong-headquartered news company, has unveiled its Readers of SCMP Campaign, which tells the international story of Hong Kong through the lens of six readers from different walks of life who exemplify the defining qualities of the Post’s audience base.
The campaign spotlights the message that great journeys start with ‘anyone, anywhere, at any time’ by featuring the vignettes of six readers whose profiles epitomize the international story of Hong Kong in their ‘moments of creation’.
The six personalities featured in the Readers of SCMP Campaign are Allan Zeman, chairman of LKF Group; May Chow, chef and founder of Little Bao; Steven Lam, co-founder and CEO of GoGoX; Shalini Mahtani, founder of The Zubin Foundation, Gregory Van, co-founder and CEO of Endowus; and Anson Chan, a student at Island School.
According to the release, they represent the Post’s reader archetypes, as represented by makers, leaders, pioneers, innovators, and visionaries. The vignettes are a celebration of the social, cultural and economic influence these archetypes wield.
“The first brand initiative of our 120th anniversary, this Readers of SCMP campaign celebrates the entrepreneurial community of Hong Kong which has been with the Post every step of the way since day one,” said Kevin Huang, chief operating officer of SCMP.
He added, “We connect partners to quality Asian affluent and influential business decision maker audiences. Our culturally relevant content and events drive connection and consideration, and our first party data platform and brand safety tools deliver impact through insights and context.”
Paul Phillips, strategy and insights director at SCMP said that the campaign was conceived as a result of findings by in-house market research conducted in January 2023, revealing SCMP’s leading and nuanced market share in quality, affluent and influential readership.
“With this campaign, we are celebrating our readers who are shaping our world. They are the makers, leaders, pioneers, innovators and visionaries of today and tomorrow,” he added.
Previously, SCMP has also released its campaign that showcases journalism as more than the sum of its parts, titled ‘More than a story’.