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Branded Content
Travel & Hospitality
Key objectivesTo promote Hyatt Regency Bangkok Sukhumvit’s grand opening and its hotel opening offer, Morning Studio proposed using refreshingly innovative native storytelling by two influential creatives from Bangkok, aimed at stimulating readers' interest in visiting the city and encouraging direct bookings via Hyatt’s website.
DeliverablesThe two local creatives discussed their favourite Bangkok places from the perspectives of local denizens, raising interest in visiting these unconventional places. Our team conducted shooting and interviews in Bangkok to create the video-led article. Online marketing via social media and a targeted eDM were employed to engage our readers at every stage of the marketing funnel. The full web content featured a 3-minute branded video accompanied by a written article, while social media posts on Facebook and Instagram featured abridged versions of the video. The eDM blast was sent to 10,000 of SCMP’s filtered subscribers interested in Travel & Leisure.
Results
Using an influencer-marketing strategy, the branded content attracted more than 3,000 shares over the first two weeks after publication, with the Facebook posts reaching over 1.6M followers and resulting in over 2,800 engagements.

Riding on the reach of the two Facebook videos, those who engaged with the two posts were further targeted with an ad post that directly linked to Hyatt Regency Bangkok’s booking page — which yielded more than 1,700 leads, with resulting SCMP traffic among the highest look-to-book ratios of all marketing activities reported by the client during the campaign period.

Finalist for Native Advertising Campaign of the Year, at the 2019 The Drum Online Media Awards
morningstudio@scmp.com
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