SCMP unveils new social-led campaign to highlight its readership diversity

The South China Morning Post (SCMP) has launched “The way I read SCMP” series, featuring seven avid SCMP readers and iconic figures in Hong Kong.

Now in its third iteration, the social-led campaign builds on SCMP's "Readers of SCMP" and "Your SCMP" initiatives launched in 2023. Developed creatively by SCMP's Morning Studio and managed in terms of media by Assembly Global, the campaign will run until 2 September. It aims to highlight the diversity of SCMP's readership and to reflect the brand's dynamic, resilient, pioneering, and creative attributes. 

Additionally, the campaign seeks to emphasise SCMP Advertising+'s brand marketing capabilities, offering an integrated and seamless experience that encompasses creative development, multi-channel advertising and events.

Paul Phillips, marketing director at SCMP, told MARKETING-INTERACTIVE that the campaign targets Hong Kong residents who are keen to engage with society, business decision-makers, and lifestyle seekers.

This year's "The way I read SCMP" campaign focuses on engagement, highlighting what and when SCMP's readers engage with SCMP, according to Phillips. "This contrasts with previous series which focused on 'who' reads the SCMP. In this iteration, we introduced a reading list from each of the seven influential individuals, encouraging people to explore SCMP stories and news that shape their perspectives and provide inspiration," he said.

The 2025 series features seven individuals representing diverse backgrounds, including business leaders, entrepreneurs, artists, and athletes. Featured are Amy Lo, chairman of UBS Global Wealth Management Asia and chief executive of UBS Hong Kong; Bernard Charnwut Chan, chairman of M+ Museum; athlete Cecilia Yeung; Lindsay Jang, founder of Yardbird, Ronin, Roti Tori, and Sunday's Grocery; Nicolas Chow, chairman for Asia at Sotheby's; multi-talented artist Serrini; and Victoria Tang-Owen, founder and creative director of Victoria Tang Studio.

As part of the campaign, the seven figures have shared how their engagement with SCMP shaped their perspectives. Through curated reading lists and quotes, they have illustrated themes of resilience, business acumen, and creativity.

The campaign is promoted across SCMP's platforms, including Morning Studio, Morning Studio Amplified, and SCMP Live, featuring print and digital advertising both on SCMP platforms and beyond. It also includes out-of-home (OOH) placements at MTR stations and trams operating throughout Hong Kong Island.

At its core, this campaign is a community and ambassador platform uniting influential individuals who are shaping Hong Kong's future, with its media strategy reflecting the diversity of the seven featured individuals, each representing distinct moments and situations, said Philips.

"For example, creatives featuring business leaders such as Lo of UBS and Chow of Sotheby's are promoted through targeted out-of-home advertising in Central workplace relevant to their stories and communities. Other campaign elements include direct mail, print advertising, and a strong emphasis on partnerships," he added. 

The campaign has also enlisted 30 influential and iconic Hong Kong figures as SCMP ambassadors, who share their unique engagement with the South China Morning Post.

Kevin Huang, chief operating officer at SCMP, said, “The South China Morning Post is proudly made in Hong Kong and read by the world. We launched the 'I Read SCMP' series, a bold initiative inviting iconic local figures who are avid readers and share SCMP's values to become ambassadors and rejuvenate its brand among local readers. Today, we proudly have 30 prominent personalities across the city sharing their unique ways of engaging with the SCMP.”

“In this latest edition of 'I Read SCMP', our influential readers share how the SCMP shapes their perspectives and actions throughout their daily lives. The series drives conversation by leveraging the full suite of SCMP Advertising+ offerings, including Morning Studio, Morning Studio Amplified, and SCMP Live, with print and digital advertising across SCMP platforms and beyond—including MTR stations and four trams traversing Hong Kong Island," said Philips. 

Don’t miss: SCMP celebrates HK culture and lifestyle with revamped PostMag

Back in September last year, SCMP launched a campaign to celebrate its revamped Sunday magazine PostMag. 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. The first copy of the revamped magazine was published on 22 September. 

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