Singapore, 20 May 2011 – Singapore Press Holdings Ltd (SPH) has picked up three awards at the prestigious INMA Awards 2011 that was held in New York on 17 May.
SPH was awarded top spot in the Marketing Solutions for Advertising Clients (for circulation over 300,000) category for the "Fashion Season @ Orchard 2010" campaign. Besides that, SPH was also awarded third placing in the Print Subscription Sales (for circulation over 300,000) category for "The Straits Times 'Success Series" campaign and the Marketing Campaign with the best Results (for circulation over 300,000) category for the "Fashion Season @ Orchard 2010" campaign.
Fashion Season @ Orchard 2010 campaign
SPH's Strategic Marketing Department jointly executed this integrated campaign, which was centred around a host of on-ground fashion-skewed events, working with newspapers, magazines, online, radio, and outdoor sales teams across respective multiple media platforms.
The Fashion Season @ Orchard print ads were strategically-placed in The Straits Times, Lianhe Zaobao, My Paper, Female, Nuyou and Her World, where they captured the attention of the shopping fraternity with their stylish visuals and eye-catching layouts. Complementing the print ads were online leaderboards on AsiaOne's website, as well as street banners along Orchard Road and SPHMBO screens at 313@Somerset, Paragon, Plaza Singapura, Singapore Visitor Centre and Wisma Atria.
Such integrated marketing campaigns are part of the efforts by SPH to add value to advertisers by offering them seamless all-in-one multi-platform solutions. As Singapore's largest media group, SPH is able to deliver holistic campaigns by according clients a variety of media options that effectively connect with the specified target groups. Complementing prints ads with interactive online components is one example how campaign propositions are amplified.
Mr Geoff Tan, Senior Vice-President and Head, Strategic Marketing of SPH’s Marketing Division, said: “We worked very closely with the client, Orchard Road Business Association, as well as with the respective business units within SPH to deliver this multi-faceted event which was not only driven by a well-planned series of ground activations but also complemented by a multiple touch-point communications strategy. We exceeded expectations and connected with the relevant target groups via four compelling engagement platforms, namely ON-PRINT, ON-LINE, ON-SCREEN, and ON-GROUND. We are very happy to be recognised for the effort put in."
The Straits Times 'Success Series' campaign
The Straits Times 'Success Series" campaign, possibly SPH's biggest subscription drive to date, was developed and conceptualised by the Circulation division at SPH.
The launch of the two-month long campaign back in September 2010 was to kick-start a subscription drive to encourage readers to subscribe directly to SPH instead of through vendors. Barely two weeks after its launch in September 2010, The Straits Times Success Series had already attracted over 14,000 new subscribers. At the end of the campaign, they garnered a total of 37,000 subscribers, out of which more than 9,700 were new subscribers. Besides print ads, rotating banners, leaderboards and online ads were also deployed on various SPH websites such as AsiaOne and ST.com, as well as on Yahoo and Facebook.
Ms Elaine Chia, Vice-President and Head Circulation Marketing, said: "This campaign was crafted to draw new subscribers and encourage existing ones to subscribe directly to us. The key reason for doing so was to offer greater convenience of payment for consumers while reducing the workload of our newspaper vendors. We were pleased with the good results drawn from this campaign, and to receive an INMA award on top of it has been a huge encouragement for me and my team."
The 76-year-old INMA Awards competition generated 550 entries from 143 market-leading newspapers in 30 countries, judged by an international panel of industry experts involved with media companies, advertising agencies, trade magazines, and more. Judges came from Argentina, Brazil, Australia, Canada, India, Italy, Poland, Russia, Spain, United States, and the United Kingdom. Judging was based on concept, creativity, copy/graphic design, production, effectiveness, and results.
In total, INMA unveiled 91 recipients of the prestigious INMA Awards across 10 categories and three circulation groups. Award recipients came from 72 newspapers in 21 countries. INMA President Michael Phelps, CEO of the Washington Examiner, presented the awards.
A detailed list of the awards received by SPH can be found below.
List of awards:
1) Category: Marketing Solutions for Advertising Clients (for circulation over 300,000)
First Place: "Fashion Season @ Orchard 2010."
2) Category: Print Subscription Sales (for circulation over 300,000)
Third Place: "The Straits Times 'Success Series' Campaign"
3) Category: Marketing Campaign with the Best Results (for circulation over 300,000)
Third Place: "Fashion Season @ Orchard 2010."
Visuals of winning campaigns
Fashion Season @ Orchard 2010
The Straits Times 'Success Series'
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About Singapore Press Holdings Ltd
Incorporated in 1984, main board-listed Singapore Press Holdings Ltd (SPH) is Southeast Asia’s leading media organisation, engaging minds and enriching lives across multiple languages and platforms.
Newspapers, Magazines and Book Publishing
In Singapore, SPH publishes 18 newspaper titles in four languages. Every day, 3 million individuals or 77 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. SPH's subsidiaries, Straits Times Press and Focus Publishing, produce quality books and periodicals in English and Chinese.
Internet and Mobile
Beyond print, the Internet editions of SPH newspapers enjoy over 263 million page views with 18 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; Stomp, omy.sg, and The Straits Times RazorTV.
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 Chinese 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.
SPH owns and manages Paragon, the prime retail and office complex in the heart of Orchard Road, Singapore's main shopping belt. Its latest retail development, The Clementi Mall, started business operations in 2011. SPH's wholly-owned subsidiary, Times Development Pte Ltd, has also developed a 43-storey upmarket residential condominium, Sky@eleven, at Thomson Road.