‘Your SCMP’ 120th-anniversary campaign celebrates the readers, partners and people of the South China Morning Post

The South China Morning Post celebrates its 120th anniversary by unveiling a captivating new brand campaign to honour its readers, partners and the indomitable spirit of the people of Hong Kong

Building on its I Read the SCMP campaign launched earlier this year, the new Your SCMP campaign brings to life the broad and deep relevance of the brand

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Published: 3:47pm, 22 Sep 2023Updated: 5:18pm, 24 Oct 2023

Steeped in 120 years of history, the South China Morning Post (SCMP, or the Post, as it is fondly known) stands tall as part of the fabric of Hong Kong’s heritage and society. Embracing its storied past, the influential brand is celebrating its 120th anniversary by embarking on a momentous journey, unveiling a captivating new brand campaign to honour its readers, partners and the indomitable spirit of the people of Hong Kong.

“For generations, the South China Morning Post has told the international story of Hong Kong, and now we are at a pivotal moment where we see it as our role to celebrate the importance of our home,” says Catherine So, CEO, of South China Morning Post. “We hope that this campaign will inspire, promote and grow the Hong Kong community for the better.”

Building on its I Read the SCMP campaign launched in April this year, the new campaign titled Your SCMP not only celebrates the media organisation's 120th anniversary but also brings to life the broad and deep relevance of the Post by celebrating its diverse readership and partners, as well as the people who epitomise and shape the international story of Hong Kong.

The campaign showcases 11 new prominent individuals in addition to the six introduced in April, reflecting the diverse and influential readership of the Post. These people come from various backgrounds, demonstrating the media organisation's commitment to encompass all segments of society.

As part of the campaign, these individuals are featured in a series of video testimonials titled I Read the SCMP and I Work with the SCMP. The video tributes showcase how these influencers and heavyweights are deeply connected to the Hong Kong narrative, as well as to the Post itself.

Along with the videos comes a series of marketing initiatives, including a pop-up installation, newsstand branding, coffee carts and cocktail hour activations.

Ultimately, the campaign aims to reposition the Post for a broad group of readers in Hong Kong and other parts of Asia, as well as advertisers, businesses and Hong Kong students who aspire to participate and thrive within the global landscape. Together with its extensive reach, the Post aims to actively engage audiences and encourage them to shape the Hong Kong story collectively.