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SPH wins top prize for integrated ad campaign (BT)

BackOct 20, 2009

The award honours a paper's ability to add value

THE use of three media platforms – newspapers, radio and Internet – for an advertising campaign helped Singapore Press Holdings snare the Best in Cross Media Award at the 8th Asia Media Awards organised by WAN-IFRA, the World Association of Newspapers and News Publishers.

"This award honours a newspaper's ability to offer added value to its readers/users and advertisers through publishing or advertising on several media channels," said Thomas Jacob, deputy chief executive and managing director of the Greater Asia/Pacific region at WAN-IFRA.

SPH's submission for the award, "Unexpected Australia Adventure", spanned three months and was executed for Tourism Australia using The Sunday Times newspaper, Radio 91.3FM and the AsiaOne portal. This included a sponsored editorial series in The Sunday Times highlighting off-the-beaten-track destinations, a dedicated micro site in AsiaOne and on-site 91.3FM radio broadcasts from various states Down Under, accompanied by celebrity DJ blogs. The campaign objective was to promote interesting, but lesser-known Australian sights and experiences to consumers – and to do so in a communicative, highly visible and interactive manner.

To encourage consumer engagement, readers and listeners were asked to take part in a contest in which they had to post a blog or a home-made video on YouTube/Facebook. Online voting was conducted to determine the winning submissions.

Tourism Australia's Singapore country manager, Brent Nelson, said: "Singapore Press Holdings presented us with the right mix of media platforms that enabled us to achieve the positive results for 'Unexpected Australia', and we are delighted that the campaign has garnered the Best in Cross Media Advertising at the Asia Media Awards 2009 for SPH.

"We look forward to more integrated media solutions and a continual partnership with SPH for our future campaigns."