I Read the SCMP

South China Morning Post (SCMP) is Asia’s leading English news publication, offering comprehensive coverage of both local and global stories. However, potential advertisers does not consider SCMP a relevant media channel and hold on to the misperception that it is read only by a niche audience of “expats, gweilos and c-suites” in Hong Kong.

SCMP needed to a way to refresh it’s brand image and re-engage advertisers. What better way to address this misperception than showing who their readers are. Staying true to their identity, SCMP recruits Hong Kong most influential leaders, changemakers, athletes and more from their loyal reader base, spotlighting the their inspiring stories and the role SCMP has had on their lives in their most ambitious brand campaign to date.