South China Morning Post pivots events strategy, discovers new opportunities with hybrid events

SCMP organised its first hybrid event by developing a marketing strategy around both local attendees and overseas audiences, while ensuring that the in-person component aligned with social distancing regulations.

A strong reader response and higher-than-expected sponsorship revenue made SCMP’s Redefining Hong Kong (RHK) event series a resounding success when executed in a hybrid format.

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Published: 4:57pm, 13 Jul 2022

This article was originally published on INMA’s ‘Satisfying Audiences Blog’ on 20 December, 2021.

Written by: Razlan Manjaji, Head of Global Events, SCMP

The South China Morning Post, backed by the full extent of its resources as Hong Kong’s English-language newspaper of record, stages several of the most influential conferences, seminar series, industry award programmes and brand-building occasions in the Greater China region. The South China Morning Post (SCMP) is primarily involved in three types of events: SCMP events, partner events, and sponsored events.

Redefining Hong Kong (RHK), a flagship event run by the SCMP since 2013, facilitates communication and collaboration between senior executives in the pursuit of common objectives for improving the innovation landscape in Hong Kong. Over the last eight years, this luncheon event has convened government officials, diplomats, business tycoons, emerging entrepreneurs, academics, and youth leaders. Its programmes cover hot-button issues that shape the future of Hong Kong such as housing, relations with the mainland, entrepreneurship, female leadership, and social innovation.

Each year, the event kicks off with the Hong Kong annual budget, where we put the financial secretary in the hot seat with our editors to debate, discuss, and demystify what the budget means for average people.

The hybrid Redefining Hong Kong events will take place over five sessions, in which attendees will hear from experts and thought leaders while also having time to discuss their own perspectives in roundtable conversations.

Taking place over the course of five meetings held throughout 2021 and 2022, attendees will hear from experts and thought leaders, and share their own views at Q&A sessions and roundtable discussions. Since the start of the pandemic 18 months ago, the event has pivoted to a virtual format. It has drawn even more attendees than the main luncheon, amplifying RHK’s message to a much wider audience.