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Property
Key objectivesTo promote the new La Marina property by rebranding its location in the Southside area of Hong Kong Island as an up-and-coming seaside neighbourhood that provides for luxurious, prestigious and trendy lifestyles. The targeted audience comprised young urban elites, young couples, young families, investors and residents in the Southside.
DeliverablesMorning Studio produced an integrated campaign that included a 40-page bespoke publication and an online content series to showcase the charm and versatile lifestyles of the transforming Southside area. The print product featured written stories, stunning original photography and artistic illustrations, while the online content consisted of a fun listicle-style article and an engaging video-led piece. These two mediums worked hand-in-hand to provide a holistic view of Southside living through the perspectives of three iconic local residents – a young, aspiring actress and student; a yacht broker; and a finance/real estate investor. The campaign was complemented by a comprehensive media plan involving digital display banners on SCMP.com, eDMs and social media posts.
Results
The online series received more than 101,000 page views on SCMP.com and reached over 60,000 users, while the video accumulated more than 8,000 views on YouTube.
The series wrap-up eDM, designed by the Morning Studio team, had an impressive open rate of 26.56% and an open engagement rate of 2.86%.
morningstudio@scmp.com
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