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Global award for SPH's Tiger Beer campaign (ST)

BackMay 12, 2010

A CAMPAIGN executed by a division at Singapore Press Holdings (SPH) has won a global marketing award.

SPH's marketing campaign for Tiger Beer was awarded third place by the International Newsmedia Marketing Association (INMA) in the category for newspapers with circulation over 300,000.

SPH was the only firm from South-east Asia to win an award this year.

The winning Tiger Beer - Enjoy Winning campaign was rolled out across a number of media platforms thanks to SPH's strategic marketing department together with the newspaper, online, radio and outdoor sales teams.

Adverts featuring Tiger's 'London' commercial and sporting taglines like 'Turning heads from Singapore to London' were placed in SPH papers, while video commercials were run on AsiaOne, straitstimes.com, Business Times Online and SPH MediaBoxOffice's network of outdoor digital screens.

Online advertisements to remind users of a chance to win a trip to London courtesy of Tiger Beer were also run.

'Our teams worked closely with Tiger Beer and its media agency Mindshare to customise an interactive and integrated marketing solution for the brand,' said Mr Geoff Tan, senior vice-president and head of the strategic marketing department at SPH.

He added that the award was the result of effective communication among all three parties - media owner, agency and the client.

The general manager of Asia Pacific Breweries Singapore, Mr Michael Chin, said: 'We are delighted to have made a connection with beer lovers who are becoming increasingly drawn to digital media and looking for newer and more exciting ways to engage with our brand.'

The INMA is a non-profit organisation that aims to promote the sharing of trends and ideas in the newspaper marketing arena. It has about 3,000 members in more than 80 countries worldwide.

This year's competition attracted 533 entries from 137 newspaper in 28 countries with the awards announced on April 28 in New York.