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The Straits Times : A Part of My Life

Readers can find the 'key' to a Volkswagen Golf in ST.

Singapore, 13 August 2009
– The signature event of Singapore's most widely read newspaper, The Straits Times, is back! Many Singaporeans look forward to the event, organised annually in conjunction with the paper’s latest brand campaign. This year, the English flagship newspaper of Southeast Asia's leading media organisation Singapore Press Holdings (SPH) offers its readers a chance to win a brand new car – a Volkswagen Golf 1.4 TSI – at a special 'live' event to be held on 22 August.

(From left) Mr Leon Gumpert, General Manager, Sales Singapore, Volkswagen Group Singapore, with Mr Han Fook Kwang, Editor of The Straits Times.This year’s brand campaign focuses on how the various sections found in The Straits Times and The Sunday Times –
Home, Money, Forum, Taste and Relax – play an integral role in a reader’s life. The campaign serves to communicate the newspaper's commitment in providing best quality content to the 1.44 million readers* who make The Straits Times brand a part of their lives.
(*AC Nielsen Media Index 2008)

The campaign shows that, from social issues close to home, daily global business news, different perspectives and discourse by readers in the forum section to relaxing lifestyle stories, The Straits Times is the key source of many things that matter to Singaporeans and those who have made this city their home. For over six weeks, the five-part campaign series can be seen on SPH's newspapers – The Straits Times, The Business Times, The New Paper and my paper – as well as on SPH MediaBoxOffice's digital outdoor network, the largest in Singapore.

The Straits Times has been named as one of Singapore's top 10 favourite brands in an an Internet survey commissioned by independent brand arbiter Superbrands earlier this year . To thank its readers for their long standing support, The Straits Times is offering prizes worth a total of more than $80,000 through two contests.

The 'key' to a Volkswagen Golf (15 - 21 Aug)

Readers can look forward to a chance to win a Volkswagen Golf 1.4 TSI in a contest that will start on Saturday 15 August.

To participate, readers have to search for 7 Volkswagen "keys" hidden in The Straits Times from 15 - 21 August. Only one key will be hidden each day. There will be clues provided to guide readers to the sections the key is hidden in each day. Readers need to collect all 7 keys, cut them out and paste them on the entry form found in The Straits Times on 15, 16, 21 and 22 August. They must drop their entries at a secret event venue on 22 August, the very same day the venue will be revealed in The Straits Times.

During the highlight of the event, Singaporeans will be able to witness Asia’s most powerful magic duo, J C Sum & 'Magic Babe' Ning, attempt their biggest teleportation mega illusion – ‘Destination X’ – by teleporting a full-sized 1.2 ton Volkswagen Golf 1.4 TSI in 8.5 seconds from one location to the stage where it will then be presented to the grand prize winner.

The Volkswagen Golf 1.4 TSI, sponsored by Volkswagen Group Singapore Pte Ltd, is worth $68,000 (excluding COE, road tax, insurance, radio licence, IU unit and GST).

“The Golf is Volkswagen’s most popular car model and, just like The Straits Times, has become very much a part of Singaporeans’ lives,” said Mr Leon Gumpert, General Manager, Sales Singapore at Volkswagen Group Singapore. "Volkswagen and The Straits Times are brands with a successful history and a reputation of trust. It is our privilege to be partnering SPH in this event for the third successive year.”

Online readers contest (6 - 27 Aug)

In addition, a 3-week online promotional contest – "The Straits Times : A Part of My Life" – was launched on 6 Aug. The contest aims to promote The Straits Times tagline “a part of my life” by inviting readers to contribute on how the newspaper is a part of their lives. Readers simply need to type in their answers which will appear as ‘headline news’ on a sample front page of The Straits Times and submit their entries online. Each entry is limited to 60 words.

$10,000 worth of prizes are up for grabs, including a 50 inch plasma TV, cameras, phones, game consoles and mini laptops.
The online contest runs across the SPH AsiaOne Network, including, between 6 to 27 August 2009.

Editor of the The Straits Times, Mr Han Fook Kwang, said: "We are very grateful for the support of our readers all these years -- all 1.4 million of them who read us every day. We've tried over the years to make The Straits Times relevant to them and, wherever necessary, to make changes to the paper to meet their changing needs. We will continue to find way to improve our coverage both in print and online so as to grow our readership."

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

For more information, please contact:

Danny Yeo
Assistant Vice-President
Branding & Promotions
Product Development & Branding
Marketing Division
Singapore Press Holdings Ltd

DID: 6319-2344
Mobile: 9622-6233

Angelia Tay
Promotions Manager

Product Development & Branding
Marketing Division
Singapore Press Holdings Ltd

DID: 6319-8850
Mobile: 9682-8950

Mr. Adrian Cheong
Assistant Manager
Corporate Communications Division
Singapore Press Holdings Ltd
DID : 6319 2261
Mobile : 9798 6097
Email :

About Singapore Press Holdings Ltd

Incorporated in 1984, main board-listed Singapore Press Holdings Ltd (SPH) celebrates its 25th anniversary this year. 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, 2.9 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 150 million pageviews with 9 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,; Stomp (Straits Times Online Mobile Print), a portal that connects, engages and interacts with readers on the Web and via mobile phone messaging; omy, 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.

SPH has a 20 per cent stake in MediaCorp TV Holdings Pte Ltd, which operates free-to-air channels 5, 8, U and TV Mobile, 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 FM in Mandarin and Radio 91.3 FM in English.

Outdoor Advertising
In addition, SPH has ventured into outdoor advertising through its wholly-owned subsidiary, SPH MediaBoxOffice Pte Ltd, Singapore’s largest outdoor motion display advertising network media company.

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, is also developing a 43-storey upmarket residential condominium, Sky@eleven, at Thomson Road.

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