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SPH integrated marketing campaign “Fashion Season @ Orchard 2010” wins international award

Singapore, 4 October 2010 --- Singapore Press Holdings (SPH) has won second position overall amongst all submitted entries and garnered first position in Category C (newspapers with circulation above 250,000) at the WAN-IFRA XMA Cross Media Awards 2010 for its Fashion Season @ Orchard 2010 (FSO 2010) integrated cross-media campaign.

The XMA Cross Media Awards 2010 is organised by WAN-IFRA, the World Association of Newspapers and News Publishers. It is an international award for excellence in cross-media publishing of news products and services, and honours publishers who use multimedia to build relationships with local markets, encourage interactivity and help advertisers create local campaigns.

An independent jury of international newspaper and media experts reviewed 79 projects from 22 countries to determine the winners. The awards were given out at the IFRA Expo in Hamburg, Germany on 4 October 2010.

Fashion Season @ Orchard 2010

The winning integrated campaign, Fashion Season @ Orchard 2010, involved a host of SPH’s multimedia offerings such as print (The Straits Times, The Straits Times Urban, Her World, Female and Nuyou magazines), online (AsiaOne Diva, Rednano and The Straits Times Razor TV), as well as out-of-home media and events via SPH MediaBoxOffice outdoor digital screens and its events arm.


This campaign was spearheaded by SPH Marketing Division's Strategic Marketing Department (SMD). The project was led by Ms Janet Wee-Ng, Marketing Director, who said: “We were challenged by our advertisers and partners to create a campaign that celebrates fashion and drives retail sales for Orchard Road Spring season collections.”

A glossy edition of The Straits Times Urban was produced for FSO 2010. This was integrated with a microsite designed to engage readers and get them to attend fashion shows, register for workshops and forums, plus participate in contests by sending SMS-es with their mobile phones. The Straits Times Razor TV's video gallery was another element that generated a lot of buzz online.

"The integrated media strategy which utilised print, online and mobile platforms more than met all the performance indicators for the campaign. The success of Fashion Season @ Orchard speaks greatly about SPH’s ability to deliver effective multiple-touchpoint solutions to our partners," added Ms Wee-Ng.

FSO 2010 was initiated in October 2009 by SPH together with Orchard Road Business Association (ORBA), Singapore Tourism Board and MasterCard to attract Singapore residents and tourists from the region to visit Orchard Road to shop, dine, and be enthralled by a unique thematic fashion experience.

From 2 April to 9 May 2010, the campaign promoted activities across 10 shopping malls and over 120 retail shops. Key events included fashion shows, workshops and exhibitions. FSO 2010 was timed to coincide with the launch of the Spring/Summer season and was held in conjunction with the Asia Fashion Exchange (AFX), one of Singapore's most important trade fashion events.

The campaign resulted in a turnout of 141,541 visitors to the key events on Orchard Road, with 3 in 10 shoppers visiting Orchard Road and participating in FSO 2010 activities. 12 per cent of tourists came to Singapore specifically for the event, which resulted in increased average tourist shopping expenditure in Orchard Rd to S$376 per person. The campaign far exceeded all expectations, and as a result Fashion Season @ Orchard will return next year from March 25 to May 8, 2011.

Mr Geoff Tan, Senior Vice-President, SPH Marketing Division and Head of Strategic Marketing, said: "Winning this cross-media award further affirms SPH’s strength in delivering potent and highly-connective campaigns that drive consumer engagement.”


Issued by Singapore Press Holdings Ltd
Co. Regn. No. 198402868E

For more information, please contact
Adrian Cheong
Manager
Corporate Communications Division
Singapore Press Holdings Ltd
Tel: 6319 2261

Mobile: 9798 6097
Email: cheongcy
@sph.com.sg

About Singapore Press Holdings Ltd
Incorporated in 1984, main board-listed Singapore Press Holdings Ltd (SPH) celebrated its 25th anniversary in 2009. It is Southeast Asia’s leading media organisation, engaging minds and enriching lives across multiple languages and platforms.

Newspapers and Magazines
In Singapore, SPH publishes 17 newspaper titles in four languages. Every day, 3 million individuals or 79 per cent of people above 15 years old, read one of SPH's news publications. SPH also publishes and produces more than 100 magazine titles in Singapore and the region, covering a broad range of interests from lifestyle to information technology.


Internet and Mobile
Beyond print, the Internet editions of SPH newspapers enjoy over 225 million pageviews with 15 million unique visitors every month. Apart from SPH AsiaOne portal, SPH's online and new media initiatives include an online marketplace for products, services and employment, ST701; local search and directory engine, rednano.sg; Stomp (Straits Times Online Mobile Print), a portal that connects, engages and interacts with readers on the Web and via mobile phone messaging; omy.sg, a bilingual news and interactive portal and The Straits Times RazorTV, a free access interactive webcast service offering live chat shows and video-on-demand clips.


Broadcasting
SPH has a 20 per cent stake in MediaCorp TV Holdings Pte Ltd, which operates free-to-air channels 5, 8 and U, and a 40 per cent stake in MediaCorp Press Limited, which publishes the free newspaper, Today. In the radio business, SPH has an 80 per cent stake in SPH UnionWorks Pte Ltd, which operates entertainment stations Radio 100.3 in Mandarin and 91.3FM in English.


Events and Outdoor Advertising
SPH’s events subsidiary Sphere Exhibits organises innovative consumer and trade events and exhibitions. In addition, SPH has ventured into out-of-home (OOH) advertising through its wholly-owned subsidiary, SPH MediaBoxOffice Pte Ltd, Singapore’s leading Digital Out-of-Home advertising company.


Properties
SPH owns and manages Paragon, the prime retail and office complex in the heart of Orchard Road, Singapore's main shopping belt. SPH's wholly-owned subsidiary, Times Development Pte Ltd, has also developed a 43-storey upmarket residential condominium,
Sky@eleven, at Thomson Road. The Clementi Mall, SPH's latest retail mall, will be operational in 2011.