zb Sunday scores big with ad campaign - Jun 07, 2005 (ST)

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The Straits Times / The Business Times News On SPH

zb Sunday scores big with ad campaign

By Joyce Hooi
Jun 07, 2005
The Straits Times

TALK about the write stuff - the revamped Sunday edition of popular Chinese daily newspaper Lianhe Zaobao has been spreading the news about its younger, more contemporary look. And the result has been quite a success story.

zb Sunday, which unveiled its new look in August last year, launched an ad campaign two months ago to showcase its vibrant makeover of punchy articles and greater visual appeal. The promotion included weekly contests with prizes such as spa packages from Raffles the Plaza, Longines luxury watches and digital cameras - and the idea really clicked with readers.

The campaign generated an overwhelming response during its first two days alone, with 8,000 contest entries pouring in. At the end of its four-week run, the contest had attracted about 22,000 entries.

Mr Willy Tan, senior brand and marketing manager of Singapore Press Holdings (SPH), which owns Lianhe Zaobao, said: 'We wanted to reward readers with prizes for their loyal readership and participation.'

'The zb Sunday campaign was designed to reach out to both current and potential new readers of Zaobao. We wanted to introduce the new, bolder zb Sunday to loyal readers,' he added.

'We also wanted to reach out to the younger audience who may find the main Zaobao on weekdays a tad heavy reading.'

Lianhe Zaobao - which is SPH's flagship Chinese newspaper - had pumped in more lifestyle content into its Sunday edition and given zb Sunday a 'younger, more contemporary feel', he explained.

As well as the weekly contests, there was a full-scale six-week ad campaign carried out at the same time with full-colour ads running every week in Lianhe Zaobao's sister papers including The Straits Times, The New Paper, Lianhe Wanbao and Shin Min Daily.

The ads highlighted attention-grabbing headline stories that had run in zb Sunday.