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SPH Magazines Makes Bold Statement In Brand Drive (BT)

BackSep 23, 2010

'SIZE Does Matter'. That is one of three eye-catching headlines that advertisements for SPH Magazines will carry through its newly-launched corporate brand campaign that will run till March next year. The campaign will run island-wide on media platforms such as print, online and out-of-home, said the wholly owned subsidiary of Singapore Press Holdings.

The new campaign will see a series of three advertisements to showcase its key strengths with the new tagline - 'Inspire. Innovate. Intrigue.' The ad headlines also include 'All That Glitters Is Gold' and 'Less Is Not Always More'.

Said SPH Magazines CEO Loh Yew Seng: 'This is the first corporate advertising campaign for SPH Magazines, and we want to make a bold statement with our stunning visuals and clever copy.' Photos for the campaign were shot in Beijing, China, by leading photographer Wai Teik, while SPH's creative services department conceptualised and designed the ad campaign.

Said Linda Leong, executive creative director: 'We wanted to communicate SPH Magazines' three key strengths - the size given that it has more than 100 titles, the many awards garnered, and the innovation behind its content, design and events. The personality of the campaign had to be modern, upmarket, arty and related to fashion, since most of the magazines are about fashion and lifestyle.'