編者的話
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How did you get into the industry? I started my career in banking with a management programme at the bank that puts you in different departments around the bank, and marketing was one of them. I loved marketing, so I made a request to join the marketing department a few years later when an opportunity came up. Perks of your current job? Simply being able to work at DBS; they are committed to digital and innovation, so I get to learn faster than other marketing professionals. What’s the most challenging part of your job? One of the hardest challenges for the industry is, I think, digital disruption. Both banking and marketing are changing rapidly, so it’s very important to keep yourself up-to-date with the evolving trends of digital and social. It’s also very important to test things out and optimise the first-mover advantage. If they don’t work, fail fast, and move on! If you weren’t in marketing, what would you be? I’d be a full-time mum. My daughter is turning six next year, and I enjoy each moment as she grows. With all the advancements in digital and social media marketing, I’d probably run a small business part-time, but that still involves marketing!
ᑙᒺዹᒭᅞ㎠ㄭ搏姛䠓䴰䖕兡宗␒朚ⷤ㎠䠓分㫼 䚮㼾虇㢘㯮㢒⢷搏姛ᾜ▛扷朏⽴⃫虇军⾑⧃㔷ひ扷㞾 ⌅ᾼῚᾏҸ㎠ㄗ✫㳰ㄭ‚⾑⧃㔷ひ⽴⃫虇⡯㳳⢷」〃 ㄛⅎ㐙㕰㯮㢒虇䛂屚⋴⾑⧃㔷ひ扷Ҹ ᯀᐞጤᓆᑗᛵᑊ፵៦ᅞ╹嬐⢷㞮ⷤ搏姛⽴⃫ⷀ㞾 㢏⬌Ҹ↠厃䠋ⷤ㜇䩋╙␄㜿㫼⑨虇⡯㳳㎠ㄦ⎿ 㵣⌅⾑⧃㔷ひ⁉♰㢘㢃⪩ⴇ兡㯮㢒Ҹ ᯀᐞጤᓆᛵጙ៛⍓៦ᠻ↚ᅞ虇姛㫼ℕ尹虇㎠尜䉉 㢏⡃⺊䠓冒毦Ὶᾏ㞾㜇䩋⒥槪嬕Ҹ搏姛╙⾑⧃㔷ひ 姛㫼抌⢷ㆴ憮惘崙虇⡯㳳⢷㝴㜿㢗䛿䠓㜇䩋╙䫍″ Ⱑ汣ᾥ虇厖㟑懁㞾棭⿇捜嬐Ҹ军➦寵㜿‚䏸╙㐙 㕰␄⊹⑱΅▛㮲捜嬐虖│ⅎᾜ╾姛䠓尀虇⫀㛦ㄛ個 倛ㄏ■⏜Ҹ ᑙᚤጰᬙᗇᏕᲵᭆ⇚ᛵᾭᅗᓇỒ␋⍛ᠻ↚ᅩ㎠㢒㞾 ᾏ⃜⋷分ⱌⱌҸ㎠䠓⬂⋡㞝〃䂎⋼㴁虇㎠ㄗ›╦⬈㎟ 朆䠓㵞ᾏ⏊Ҹ样嗦㜇䩋╙䫍″Ⱑ汣䍮摆ᾜ㝆懁㳴虇㎠ ㎥㢒⌋分伢䍮ᾏⵅ厖⾑⧃㔷ひ㢘杫䠓⋻▇Ҹ
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觀點
OPINION
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編輯飯局
OUT TO LUNCH
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BRANDED CONTENT
FROM 1,2,3,4 … TO INFINITY Ӂ㜇ӂ憯䊰柟╾劌 Background: The Hang Lung Mathematics Awards (HLMA) is a mathematics research competition for Hong Kong secondary school students. It is co-organised by Hang Lung Properties, The Institute of Mathematical Sciences and the Department of Mathematics at The Chinese University of Hong Kong (CUHK). The Scientific Committee of HLMA comprises prominent mathematicians from around the world and the chairman of the committee is world renowned mathematician Professor Shing-Tung Yau, 1982 Fields Medalist and recipient of the 2010 Wolf Prize in Mathematics. The HLMA aims to stimulate students’ creativity and encourage their academic and intellectual pursuits in mathematical sciences, with an aim to nurture local Chinese mathematicians. To most people, mathematics is dull and uninteresting, and difficult. The mathematical formulas and numbers may deter many potential mathematics enthusiasts. To strike a balance between the depth and breadth of mathematics, PRIZM assists the organisers to provide interesting mathematics-related knowledge to the public through social media, thereby transforming the general perception of the subject and promoting greater awareness of HLMA among students. Strategy: The launch of the “Hang Lung Mathematics Awards – To Infinity” Facebook page with regular posts of daily life examples of the less known yet fun mathematical concepts. The posts are crafted in a fun and lively manner so that the general public can easily understand, and the use of trendy words and expressions helps encourage the participation of young people. Also, the mathematical concepts and theories presented are verified by professors of the Department of Mathematics at CUHK or by previous award winners of HLMA to ensure accuracy. Execution: The Facebook posts are divided into different categories, including inspirational quotes by famous mathematicians and practical arithmetic knowledge. The aim is to make mathematical theories fun.
The campaign also collaborated with KOLs to launch a series of animations and videos presenting the use of mathematics in everyday life. The animation and videos are produced by Bryant, a popular illustrator, and Ming Jai, a well-known YouTuber. A mobile interactive mathematics game was also launched with the aim to increase the public’s interest towards mathematics through simple reflex/reaction games. The popular Dr. Wai Ho Au Yeung (also known as Ben Sir) has been invited to play and share his thoughts on the game. Results: The “Hang Lung Mathematics Awards – To Infinity” Facebook page has attracted over 10,000 fans, with over 2 million clicks, comments, and shares within a short period of time. In addition, the videos created by the two KOLs have received positive feedback from Internet users and became one of the top 10 YouTube videos with click-through rates reaching 950,000 during the launch period. Further, the interactive game has achieved an astounding 42,000 plays. In recognition of its success, the “Hang Lung Mathematics Awards – To Infinity” Facebook campaign won the SILVER Stevie® at the 13th Annual International Business Awards under the category of Communications or PR Campaign of the Year – Sponsorship. Hang Lung Properties and the Department of Mathematics at CUHK will continue to work closely with PRIZM to make the aforementioned project one of the most representative educational Facebook pages in Hong Kong.
Project: ㇡栕㜇ⴇ䓝ʟTo Infinity䊰柟╾劌!!!!!Agency: PRIZM Project Management: Zoey Chung, Candy Chan Art Direction: Jackie Chiu! WWW.MARKETING INTERACTIVE.COM
ᴗᅝ䛀㇡栕⢿䚱ҷ欨㾾ᾼ㜖⪶ⴇ㜇ⴇ䭠ⴇ䦣䰅㏏☛ 欨㾾ᾼ㜖⪶ⴇ㜇ⴇ亊▗愵䠓Ӂ㇡栕㜇ⴇ䓝ӂʟ㞾ᾏ ↚䉉欨㾾ᾼⴇ䚮军宼䠓㜇ⴇ槛䦣䰅㵣庌虇䓝榔䠓 ⴇ姢⭣♰㢒䛀⢚株䥴▜䠓㜇ⴇⵅ仓㎟虇㢃䛀ᾥ䛛∠⎉ 㜇ⴇⵅҷᾏῬ⋺‛〃幊䏍品䓝☛‛梅ᾏ梅〃㸒䏍⪺ 䓝ㄦῊᾧ㎟㧟㛨㔗㙣₊ⴇ姢⭣♰㢒Ὴ⾼Ҹ㻊⑤㝷⢷ 䅏䠋ⴇ䚮䠋㕽㜇䖕␄㊞虇炢⒄↠㜇ⴇ╙䭠ⴇ䥴 峧䠓憌㷑虇⦈檙ᾏ㐈⢮䚮⢮朆䠓啾⁉㜇ⴇⵅҸ 㜇ⴇ虇䢚㤾䍴῞☂ҷ㸘㉅㾀⫶Ҹ寀⪩⁉㵞刌⎿ ⋻ゞ☛㜇⳦虇㎥⾁┊㳴Ҹ嬐⢷㾀〵☛杙〵ᾼ╥ㄦ。 姰虇㛈崙㟽儔⪶䣍㜇ⴇ䠓岻尳虇㕟汧ⴇ䚮㻊⑤䠓 尜峧虇PRIZMⓣῊ愵✽⃜⎸䚷䫍″。╿䉉䡽㮨儳 䣍㕟K㢘弲䠓㜇ⴇ䥴峧Ҹ ᶠᯇᅝ㔷⎉Ӂ㇡栕㜇ⴇ䓝ʟTo Infinity䊰柟╾劌ӂ単 㢇榐ʟ⋶ⵈ☛尀槛抌⁴櫡ⵛ弲☂䠓䚮㻊ℚⳟ⿅ ⎉洽䉉⁉䥴䠓㜇ⴇ㬑ㆄҸ 䉉―崢㟽儔⪶䣍㢃ⵈ㞢䖕孲虇䫍″佁䱨⒥俐䉉 䶰虇⁴㻊䃠㝈ゞ☛Ӂ䃽尭ӂ姷懣虇炢⒄〃悤⁉╒厖Ҹ ▛㟑虇⾥ⳟ⋶䠓㜇ⴇ㬑ㆄ☛䖕履抌䛀欨㾾ᾼ㜖⪶ⴇ 䠓㜇ⴇ㛨㔗㎥㴆ⷕ㇡栕㜇ⴇ䓝⊹⑬冔寤杀㧇虇⁴ 䩉Ⅼ乍䀥Ҹ ᒭᅝⶖ単㢇榐ᾙ䠓⋶ⵈ⎕㎟Ӂ㜇ⴇ⦑ӂҷӁ㜇⁉㒠 㯮ӂҷӁ㜇憯䚮㻊ӂ䳘ᾜ▛䏗⧙虇ⶖᾜ▛㜇ⴇⵅ▜宏ҷ 䚮㻊ℚⳟ☛㜇ⴇ䖕履崙㎟⬌䔸㢘弲䠓⍆䥴峧Ҹ 戏屚 KOL▗⃫處䛀㕡䛺ⵅ₾広☛佁仰五⁉Ming 虇⁴ᾏ亊⎦䠓⑤䛺☛䏖䂣倈㜇ⴇ厖㝴⿇䚮㻊ㇾ ㇾ䢇杫虇⿅⎉㜇ⴇ䠓㮑弲Ҹ㳳⪥虇㢃㔷⎉㏚㯮‡⑤懙 ㏁虇憞懝䶰✽䠓冒╜㍘懙㏁⨭⪶䣍㜇ⴇ䠓厗弲Ҹ 懙㏁‵戏ㄦ慠㢮⁉㶲ㆴⓖ䠓㳟栌⇘巹虃Ben Sir虄╒ 厖虇㑜㚬䏖⎕›Ӂ䔸ⵅ㊮╦ӂҸ ᶬᚤᅝӁ㇡栕㜇ⴇ䓝ʟTo Infinity䊰柟╾劌ӂ単㢇 榐㝋䥼㟑朢⋶◇イ懍ᾏ喻丘企虇㢃◇イ懍200喻⁉㲰 䆞孌ҷ宝履⎕›Ҹ₾広☛ Ming䠓䏖イ弆佁㶠 䯜㬄憃榎虇㢃㎟䉉▛㢮YouTubeⓐ⪶㢻⢿䍀朏䏖虇 孏䢚㲰㜇弔懝95喻Ҹ㳳⪥虇㏚㯮‡⑤懙㏁㢃㢘⪩懣 4.2喻⁉╒厖Ҹ 榐 㢃 㝋 䲻 ⓐ ᾘ ⷕӁ ⢚ 株 ⛕ 㫼 ⪶ 䓝 ӂ 虃International Business Awards虄ᾼ虇䔁榡〃 〵≂宙虊⋻杫宗␒ʟ ㋗✓庙槭⎴䠓搏䓝㴙㬽 虃SILVER Stevie虄Ҹ ㇡栕╙ᾼ⪶㜇ⴇ亊ⶖ厖 PRIZM個倛▗⃫虇⑨㷑 㢘杫榔䡽㎟䉉㢏⌆姷ㆶ䠓㛨剁単㢇榐Ҹ
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MEDIA REPORT 2016
WOMEN’S WOMEN No.1
Cosmopolitan
No.2
ELLE Hong Kong Published by SCMP Hearst, ELLE Hong Kong retains its second place this year. The magazine regularly publishes editorial supplements such as ELLE Luxe and Natural Beauty Bible, as well as spin-off titles, including ELLE Accessories, ELLE Wedding and ELLE Decoration. The magazine was first published in France in 1945, but the Hong Kong edition of the magazine is 29 years old. SCMP Hearst⎉䏗䠓ҿELLE Hong KongӀ⌜㲰庞ㄦ⬂ㆶ桫尛仓⎴䠓搏䓝Ҹ封桫尛㢮⎉䏗⪩ ₌⏾⎙虇⒔㑻ҿELLE LuxeӀҷҿNatural Beauty BibleӀҷ⁴╙ҿELLE AccessoriesӀҷҿELLE WeddingӀ╙ҿELLE DecorationӀҸ1945〃␄⎙㝋㹤⢚虇⃕欨㾾䏗桫尛╹㢘29〃㴆▁Ҹ
No.3
All rankings remain the same as last year in the Women’s category for 2016. Cosmopolitan snags top position for the sixth consecutive year. Claiming to be the best-selling international glossy magazine in Hong Kong, it covers fashion and beauty, health and wellbeing, relationships and romance, culture and entertainment. ⁙〃⬂ㆶ桫尛仓⎴䠓㔡▜厖╊〃ᾏ㮲ҸҿCosmopolitanӀ憲 倛⋼〃㎟䉉㢻仓⎴䠓捠䓝ㄦῊҸ刁䯀㞾欨㾾㢏㠱摆䠓⢚株䃽 㻐桫尛虇⌅⋶ⵈ㽄噚㟑婬ҷ儝ⵈҷ⇴うҷ㊪㉔ҷ㜖⒥╙⮪㮑䳘 幖宙Ҹ
Jessica Claiming to be Hong Kong’s No.1 circulation woman’s lifestyle monthly magazine, Jessica is published by South China Media. It covers news on fashion, accessories, beauty reports, together with stories and columns on career, finance, self-enhancement, health and relationships. 刁䯀䉉欨㾾㢏㠱摆⬂ㆶ䚮㻊㢗⎙虇ⓦ啾≂Ⱑ桕⢧⎉䏗䠓ҿ㝼咘KESSICAӀ⋶ⵈ㽄噚㟑婬ҷ拜檍ҷ儝 ⵈ⧀◙ҷ⁴╙杫㝋分㫼ҷ䖕帰ҷ卹㎠⨭⇋ҷ⇴う╙杫⅑䠓㛔‚╙㲓Ҹ
NEWS AND CURRENT AFFAIRS (LOCAL) No.1
Next Magazine
No.2
East Week While the magazine market in Hong Kong continued to suffer from a downturn in circulation and advertising, East Week once again takes second place in this category. The Sing Tao News Corporation’s flagship magazine is a weekly title that focuses on current affairs and entertainment news in Hong Kong and around the world. ⊧䴰欨㾾桫尛⾑⧃個倛╦⎿䠋姛捞╙ひ◙㛅⋴侽㾪䠓榎虇ҿ㤀◷⎙Ӏ ⁜䯸⫹㢻仓⎴䠓搏䓝Ҹ憨㢻㞮⺅㜿凭桕⢧㝦ᾚ䠓㝦叵◷⎙虇㹷㕟K欨㾾 ╙ᾥ䛛▓⢿䠓㟑‚╙⮪㮑㜿凭幖宙Ҹ
Despite many changes, Next Magazine snatches top spot again in the News and Current Affairs (Local) category. The Next Magazine bundle consists of Next Magazine, Eat & Travel Weekly, Auto Express, Trading Express and Job Finder. First published in 1990, its weekly sales between July and December 2015 averaged 54,333 copies, compared with the average of 60,122 a week it sold in the same period of 2014. ⊧䴰伢㴆寀⪩崙⒥虇ҿ⪈懀⎙Ӏ⁜⌜㲰⢷㢻⢿㟑‚㜿凭桫尛 仓⎴㗧⌯Ҹҿ⪈懀⎙▗℄㢻Ӏ䖍㟑⒔㑻ҿ⪈懀⎙Ӏҷҿ檁橮䛆 ⬂Ӏҷҿ㗄恙ㅺ佩Ӏҷҿ″㞢憩Ӏ╙ҿ棡梁彾ӀҸ␄⎙㝋1990 〃虇ҿ⪈懀⎙▗℄㢻Ӏ㝋2015〃7㢗厂12㢗朢䠓㵞懀。⣖摆捞 䉉54,333⌙虇军2014〃▛㢮㵞懀。⣖摆捞⏖䉉60,122⌙Ҹ 2 0 M A R K ET I N G H O N G K O NG NOV EMBER 201 6
No.3
HK01 HK01 defied the digital and mobile trend and launched a physical weekly newspaper in March. Priced at HK$20, the first edition consisted of four sections: politics and current affairs, international economics, local lifestyle and profile, and entertainment. The paper comes with two magazine bundles – Being Local and Being Global. ⢷㜇䩋╙㻐⑤強⑱ᾚ虇ҿ欨㾾01Ӏ㝋ᾘ㢗憕⾑㔷⎉汣懀⧀虇⊈20㾾⋒Ҹ␄⎙埮⒔㑻⡪⪶⋶ ⵈ䵓䜖處欨㾾㟑㛎ҷ⋸⹇⢚株帰伢ҷ欨㾾樷㧋╙⁉䏸䚮㻊⮪㮑Ҹ㳳⪥虇‵⒔㑻⋸₌⏾⎙ҿ㢻⢮Ӏ╙ ҿᾥ䛛ӀҸ
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NOVEMBER 2016 HK$45
NEW COATS FOR FALL
focus
運動品牌 玩復古 大LOGO 回歸
Need for Knits 針織衫顯 秘訣
4 為愛發聲 徐子淇 man we love
姜河那
10 Thumbs up
WAYS TO SUPERCHARGE YOUR SENSES
HK-Style y
香港地的驕傲 港式食 住 HEA「特產」
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NO.1
WOMEN'S MAGAZINE OF THE YEAR
SIX
激發能量
轉季
秋日華麗
CHIC GLAMOUR
SEXY Toy Story
性玩具大檢閱
www.cosmopolitan.com.hk
FOR CONSECUTIVE YEARS JUNE 2016 HK$35
Honeymoon Ideas
NO.1
BRIDAL MAGAZINE OF THE YEAR
follow杏兒去蜜月
Wedding Dress Trends 人氣婚 紗推介 完美珠寶首飾配搭
+ A Groom Attire
俊朗新郎服
Bridal Beauty
3個月瘦身提案 做個上鏡新娘：快速瘦面法 婚前醫美療程精選
吳千語
悠長「嫁」期
Love in
Dream Wedding 「星」級婚嫁元素 自然風小教堂推介
愛麗絲童夢婚禮
onderland www.cosmopolitan.com.hk
For advertising enquiries, please contact us at sales.hearst@scmp.com or (852) 2565 2733. Cosmopolitan HK
@Cosmopolitan_HK
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MEDIA REPORT 2016
LIFESTYLE No.1
100Most
No.2
TimeOut Rubicon Communications’ TimeOut lands second in this year’s Lifestyle category. The magazine aims to help readers discover the best Hong Kong events, things to do, restaurants, shops and nightlife. It claims it reviews venues such as bars, nightclubs, theatres, cinemas and events with complete editorial independence. Rubicon Communication⎉䏗䠓ҿTime OutӀ⁙〃㔡▜㟑ⶩ䚮㻊桫尛仓⎴䠓䲻‛⃜Ҹ封桫尛㝷⢷ ⿺崏冔䠋㔧欨㾾㢏ℂ䠓㻊⑤ҷ⮪㮑ҷ檟もҷ⛕〦╙⪫䚮㻊⬌╊埤Ҹ封桫尛卹䯀廿容▓槭拡▶ҷ⪫ 俌㢒ҷ␖柱ҷ㏁柱╙㻊⑤虇ⴛ⋷Ⅼ㒐佷㔰䓷䱚Ҹ
No.3
HK Magazine
100Most is a Chinese satirical weekly magazine featuring the 100 most popular items of the week. The publication aims to create derivative work that is meant to be funny and reflective of the general mood of youngsters. The magazine also developed an online multimedia channel TVMost that produces sarcastic videos. ҿ100㵪Ӏ㞾ᾏ㢻Ⲙ䲠ㆡ億ҷ岆⏉㟑゙䠓ᾼ㜖◷⎙虇㵞◷⎙䠊 100㨬㢏㹷䡽尀槛虇㝷⢷␄憯ᾏ㢘弲╜㞯〃悤⁉㟽懜㉔佡 䠓‛㲰␄⃫⋶ⵈҸ封桫尛‵宼㢘ᾏ㨬⁴㉰㖭䏖䉉Ὴ䠓佁ᾙ ⪩Ⱑ汣槊懢Ӂ㵪宧梊嬥ӂҸ
It’s been a tough few years for a lot of the print media, and one of only a few English-language lifestyle magazines, HK Magazine, ceased publication after 25 years because of challenging market conditions. First published in 1991, the weekly magazine was acquired by the Alibaba-owned SCMP Group three years ago for HK$ 13 million. The final issue was published on 7 October. 㝋寀⪩亨Ⱑℕ尹虇憨」〃伢䍮䘿⨒╾岑ⓐ⎕吀桲虇伢㴆⡪⎕Ὶᾏᾥ亏ҷ䨸㤫≔⳧䠓咀㜖䚮㻊 桫尛ҿ欨㾾桫尛Ӏ䛀㝋伢䍮䘿⨒⡿桲军⇫⎙Ҹ␄⎙㝋1991〃虇封◷⎙㝋ᾘ〃⏜娺柎捛⾃⾃㝦ᾚ 䠓ⓦ啾㝸⧀桕⢧⁴1,300 喻㾾⋒㛅庋虇㢏ㄛᾏ㢮桫尛㝋10㢗7㝴⎉䏗Ҹ
LOCAL BUSINESS No.1
Capital Weekly
No.2
iMoney Second place goes to iMoney, which is a member of Hong Kong Economic Times Limited. Established in 2007, it focuses on wealth management and its content stretches across global and local finance, innovative business models, marketing strategies, workplaces and personal development. 搏䓝ㄦῊ㞾欨㾾伢䅮㝴⧀桕⢧䠓⎙䏸ҿiMoney㠉ⵛ桫尛ӀҸ㎟䱚 㝋2007〃虇⌅⋶ⵈ⁴㐤幖␄ⵛ幖宙䉉Ὴ虇㵞◷憌忳⾑⧃䊵灭虇⏥㤟䘿䖒伢䅮㐤幖⪶強⑱Ҹ封桫尛 ⌋∨䍮⛕ҷ分⧃╙懁ⅽ䳘槛㣟虇㕟K䚮㻊⒥ҷ幋怺⑨䠓㐤幖䖕帰ら峿Ҹ
Climbing from second last year to the top in 2016, Capital Weekly’s slogan is: “For the rich and the powerful.” The two-booklet weekly offers a view of the global economic situation and provides in-depth analysis of the financial market and its Capital Money claims it is quickly becoming one of the most popular investment bibles in the market. ҿ幖㢻⪈懀Ӏㄭ╊〃䠓䲻‛⃜㬽䠊⁙〃䠓⌯恜ⶅ〶Ҹҿ幖㢻 ⪈懀Ӏ␄⎙㝷㞾ӁFor the rich and the powerfulӂҸ封◷⎙ ᾏ㢇⋸⌙虇㕟K⋷䖒伢䅮ヱ⑱寤履虇⁴╙捠夜⾑⧃䠓㾀⋴ ⎕㤟Ҹ⌅ҿ幖㢻␄ⵛӀⴲ䯀㳲慔憮㎟䉉⾑⧃ᾙ㢏╦㳰慝䠓㐤 幖⪸㢇ῚᾏҸ
2 2 M A R K ET I N G H O N G K O N G NOV EMBER 201 6
No.3
Economic Digest With more than 31 years of history, Economic Digest claims to be the longest established and most authoritative business and financial weekly magazine in Hong Kong. Its content covers equity, analysis, investment, financial planning, business operations and more. On the digital front, its e-mag version is available simultaneously with the print publication every Saturday. ␄⎙懍31〃虇ҿ伢䅮ᾏ懀Ӏ埮䯀㞾欨㾾㴆▁㢏㈯╙㢏㲙⮐䠓⛕㫼捠夜◷⎙Ҹ⌅⋶ⵈ㽄噚到 䫷ҷ⎕㤟ҷ㐤幖ҷ帰⑨䳥␒ҷ㫼⑨䍮懚䳘Ҹ⢷㜇䩋⋶ⵈ㝈棱虇⌅梊ⳟ䏗厖桫尛䏗㵞懀▛㳴㔷⎉虇憱 㞮㢮⋼⎉䏗Ҹ
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FOR THOSE WHO LOVE TO EAT! Hong Kong’s most trusted independent Food Guide and website! At WOM guide it’s been our mission since 2005 to make your culinary journey easier. Volume 12, Hong Kong 360, brings you the very best new restaurants, along with the city’s classic destinations and local favourites. This new edition of our annual guide featuring 360 venues grouped by cuisine, all vetted by our foodie panelists! Plus a series of WOM Choice So if you’re searching for good food, WOM guide has all you need.
www.womguide.com
On sale from December at major newstands and fine book stores
For enquiries please contact Stephanie.leung@womguide.com WWW.MARKETING INTERACTIVE.COM
NOVE MB E R 2 016 MARK E TING HON G KON G 2 3
MEDIA REPORT 2016
TRAVEL (LOCAL) No.1
U Magazine
No.2
Weekend Weekly Focused on travel, dining, shopping and leisure, Weekend Weekly is positioned in the Hong Kong lifestyle and travel magazine market. Since its debut in September 1999, the magazine claims it has gained a firm foothold in the market with a group of highspending readers who place emphasis on enjoying a quality life. The magazine has now combined with Oriental Sunday and New Monday into a comprehensive all-in-one bundle. ҿ㜿⇖㢮Ӏ朏㕟K杫㝋㝔懙ҷ檟檁ҷ庋䏸╙₠朡㻊⑤幖宙虇㞾欨㾾嗦▜䠓䚮㻊╙㝔懙桫尛Ҹ卹 1999〃9㢗␄⎙⁴ℕ虇封桫尛刁䯀⾁⢷⾑⧃ᾙ⫯⃜僽虇㙐㢘ᾏ儳汧〵捜嬥汧♐幹䚮㻊›╦䠓崏 冔Ҹ封桫尛䖍㟑厖ҿ㤀㝈㜿⢿Ӏ╙ҿ㜿MondayӀ▗℄䠋姛Ҹ
As a comprehensive lifestyle and leisure magazine, U Magazine has focused on quality living and quality thinking since 2005. It comes in three books: Travel, Food and Life accompanied with Weekend. For the past few years, U Magazine has gained recognition in the media industry. It has even achieved various honours for its success. ␄⎙㝋2005〃虇ҿU◷⎙Ӏ㞾ᾏ₌⁴憌㷑⊹幹╙㟑ⶩ䚮 㻊䉉㝷䠓伫▗㝔懙䚮㻊桫尛Ҹ封◷⎙ᾏ㢇ᾘ⌙虇⒔㑻 ҿTravelӀҷҿFoodӀ╙ҿLife +WeekendӀҸ懝╊」〃虇 ҿU◷⎙Ӏ榡䔁⪩↚䓝榔虇∨╦≂Ⱑ㫼䛛刾Ҹ
No.3
Hongkong Walker Hongkong Walker comes third in the Travel (Local) category. Established in 2007, it is part of the Walker series of magazines offered by publisher Kadokawa Group, and the publisher of the Hong Kong magazine is Kadokawa Intercontinental Publishing. Its website features information about great travel destinations and special offers for travel within Japan, general knowledge and the latest trends in the country. ҿHongkong WalkerӀ㬽䠊⁙〃㢻⢿㝔懙桫尛仓⎴䠓䲻ᾘ▜Ҹ␄⎙㝋2007〃虇封桫尛ⷻ孡⽬㻁䱚 桕⢧⎉䏗䠓ҿWalkerӀ桫尛亊⎦䠓ᾏ扷⎕虇⌅欨㾾䏗桫尛䠓⎉䏗⛕㞾孡⽬㻁䱚⎉䏗虃㻁虄㢘柟⋻ ▇Ҹ⌅佁䱨㕟K杫㝋㝴㢻䠓ᾏ㻐㝔懙㟾灭㔷⁚╙䐈⎴⊹㉯㼗ㇾҷᾏ去幖宙╙㢏㜿䃽㻐強⑱Ҹ
MEN’S MEN No.1
Esquire HK
No.2
Men’s Uno Published by Chic Group International, men’s uno Hong Kong is a monthly magazine that covers topics such as fashion, arts, travel, movies, gadgets and cars. It also provides a digital platform which features the video channel men’s uno TV. The magazine is also available in Taiwan, China and Malaysia. 䛀ⳟ㟑桕⢧⎉䏗䠓㢗⎙ҿmen’s unoӀ⋶ⵈ㽄噚㟑婬ҷ坬姢ҷ㝔懙ҷ 梊ҷ䃽㻐拜檍╙㸌恙䳘Ὴ槛虇⌅佁䱨‵宼㢘men’s uno TV䏖槊懢Ҹ封桫尛‵㝋╿䇲ҷᾼ⢚ ⋶⢿╙欻ℕ嬎㢘⚽Ҹ
Esquire HK has secured first place in the Men’s category for the sixth year running. The monthly magazine positions itself as an intelligent magazine for sophisticated men, which covers style, culture, women, technology, food and sports with an aim to keep the readers current in their prestigious world. ҿ▪ⳟ桫尛Ӏ㎟䉉䛆ㆶ桫尛仓⎴䠓⋼〃棇Ҹ⃫䉉ᾏ㢻汧♐ ☂桫尛虇封㢗⎙⁴乍咀䛆⩺䉉䡽㮨虇⋶ⵈ嬕噚㟑婬ҷ㜖⒥ҷ⬂ ㆶҷ䭠㐏ҷ檁橮╙懚⑤䳘尀槛虇崢崏冔㟑⏊余幋䃽㻐Ҹ
2 4 M A R K ET I N G H O N G K O NG NOVEMBER 201 6
No.3
JMEN JMEN once again makes it to the top three in the Men’s category. Based on the “men in totality” concept, the monthly magazine covers fashion, grooming, timepieces, wellness and lifestyle topics. The magazine also has a presence on Facebook, Weibo and YouTube. ⓦ啾≂Ⱑ桕⢧㝦ᾚ䠓ҿJMENӀ⌜㲰庞ㄦ䛆ㆶ桫尛仓⎴䠓搔䓝Ҹ 䭘㐎Ӂ⋷㝈⃜䛆⩺ӂ䠓䖕ㆄ虇封㢗⎙䠓⋶ⵈ㽄噚㟑婬ҷ䛆⩺儝ⵈҷ斧擅ҷ⇴う╙㟑ⶩ䚮㻊䳘䵓䜖Ҹ封 桫尛‵㢘朚宼Facebookҷㄽⓩ╙YouTube榐Ҹ WWW.MARKETING INTERACTIVE.COM
雜誌
品 子產
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消費
Eear N I Z Y A of the e G n i z a A ag vel M a r T U LM l oca 刊 活周
R A E Y E H T
No.1
Co
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No.1
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NOVE MB E R 2 016 MARK E TING HONG KON G 2 5
MEDIA REPORT 2016
LUXURY No.1
Hong Kong Tatler
No.2
Prestige Hong Kong Sitting in second position is Prestige Hong Kong, a mainstay of the luxury sector. Positioned as a luxury lifestyle and society magazine, the title covers a mix of fashion, celebrity, culture, travel, high society and epicurean excellence. ⁙〃䠓搏䓝ㄦῊ虇㞾⫱啾桫尛仓⎴䠓⿇ⴱҿPrestige Hong KongӀҸ ⁴⫱啾㟑ⶩ䚮㻊樷㧋䉉⃜虇封桫尛䠓⋶ⵈ㽄噚㟑婬ҷ▜⁉ҷ㜖⒥ҷ 㝔懙ҷᾙ㻐䫍㢒╙⫱啾›㮑汣毦Ҹ
No.3
The Peak Hong Kong Tatler was once again crowned the winner in the Luxury category among fierce competition. Published by Edipresse Media, the lifestyle magazine is also the parent brand of Hong Kong Tatler Dining, an online fine-dining guide in Hong Kong and Macau. The monthly title claims a monthly circulation of 34,985. 棱䅏䉗䠓䲅䎼虇ҿHong Kong TatlerӀℬ䋅㎟姪⌤⫱啾 桫尛仓⎴䠓捠䓝ҸⷻEdipresse Media桕⢧㝦ᾚ虇封㟑ⶩ䚮 㻊桫尛΅㞾欨㾾╙䅂朏佁ᾙ儝橮㒖ⓦҿHong Kong Tatler DiningӀ䠓㵜♐䏛Ҹ封㢗⎙刁䯀㵞㢗䠋姛捞懣34,985₌Ҹ
Published by SCMP Group, under licence by SPH Magazines, The Peak retains third spot this year. The magazine targets Hong Kong’s wealthiest citizens and business people who want to learn more about the city and the world from a publication that covers in-depth articles and profi les of leading companies, major airlines, hotels and business executives. 䛀SPH Magazines㝦ᾚ䠓ⓦ啾㝸⧀桕⢧⎉䏗虇ҿThe PeakӀ⁙〃⌜⫹搔䓝Ҹ封桫尛⁴欨㾾ⵛ 婤⁉⩺╙⛕䛛▜㻐䉉䡽㮨虇䉉↠㕟K㢘杫▓⪶ₐ㫼ҷῊ嬐厹䰉⋻▇ҷ拡〦╙ₐ㫼汧䴰䠓㾀⋴㜖 䱯╙容虇崢崏冔㢃㾀⋴―孲欨㾾╙ᾥ䛛Ҹ
YOUTH No.1
Milk Magazine
No.2
New Monday New Monday snatched second place in this category. As a set of two booklets, the main book covers a broad range of content such as sports, trendy fashion, gadgets and lifestyle. The supplement Honey provides the latest news and trends on fashion, make-up and beauty products. The magazine also comes with a digital version with animation and interactive effects. The magazine has now combined with Oriental Sunday and Weekend Weekly into a comprehensive all-in-one bundle. ⁙〃〃棡⁉桫尛仓⎴䠓搏䓝ㄦῊ㞾ҿ㜿MondayӀҸ封桫尛ᾏ㢇⋸⌙虇Ὴ㢇㽄噚懚⑤ҷ㻐姛㟑ⶩҷ⤚ 㧋䃽䏸╙♐☂䚮㻊䳘ひ㹪⋶ⵈ虇样㢇⎉䏗䠓⏾⎙ҿHoneyӀ佁儔㢏㜿㢏䃽㟑婬ҷ⒥⬬☛儝ⵈ幖宙虇封 桫尛㢃㔷⎉㾊⑤䛺╙‡⑤㛗㤫䠓梊ⳟ桫尛Ҹ封桫尛䖍㟑厖ҿ㤀㝈㜿⢿Ӏ╙ҿ㜿⇖㢮Ӏ▗℄䠋姛Ҹ
Milk Magazine was crowned winner of the Youth category for the fifth year running. The weekly magazine covers a news combination of design and style. On the social media front, its Facebook page has garnered more than 400,000 followers and claims “Milk is more than just a magazine, it is a newsletter”. ҿMilkӀ㝋〃棡⁉桫尛仓⎴⫹ㄦ‣憲⌯Ҹ封◷⎙䠓⋶ⵈ㽄噚 宼宗╙㟑ⶩ䃽㻐幖宙虇⢷䫍″Ⱑ汣㝈棱虇⌅Facebook榐㙐 㢘弔懝51喻▜丘企虇刁䯀ҿMilkӀӁᾜ≔㞾ᾏ㢻桫尛虇㢃㞾 ᾏ₌㜿凭憩宙ӂҸ
2 6 M A R K ET I N G H O N G K O NG NOVEMBER 201 6
No.3
Breakazine! Snagging third place in the category is Breakazine!, the bimonthly that targets young teenagers. The title positions itself as a mixture of book and magazine, delivering in-depth articles that covers current news to culture and leisure. ⁙〃⫹ㄦ㢻仓⎴搔䓝䠓㞾ҿ䰐䧃㢇尛ӀҸ封桨㢗⎙⁴〃棡⁉䉉䡽㮨虇⁴ ⢥㢇厖桫尛䠓㾆▗汣䉉⃜虇㕟K㢘杫㟑‚ҷ⁴厂㜖⒥₠朡幖宙䳘㾀⋴ 㜖䱯Ҹ
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LIFE. EXTR AOR DINARY
No.1 L Luxury Magazine M i and d Luxury Website of the Year as voted by Marketers and Advertising Agencies*
*Source: M
arketing R
esearch 20
16
A publication of Edipresse Media WWW.MARKETING INTERACTIVE.COM
NOVE MB E R 2 016 MARK E TING HON G KON G 2 7
MEDIA REPORT 2016
ART & CULTURE No.1
Harper’s Bazaar
No.2
STYLE Once again sitting in second position is STYLE, a supplement magazine published by SCMP. Targeting the high-spending, high-living elite demographics, STYLE is a monthly title positioned as a guide to culture, fashion, art, travel and luxury goods. 搏䓝⌜㲰䛀ҿⓦ啾㝸⧀Ӏ䠓⏾⎙桫尛ҿSTYLEӀ⫹ㄦҸ⁴汧㼗幊╙捜 嬥䚮㻊›╦䠓乍咀崏冔䉉䡽㮨虇ҿSTYLEӀ㢗⎙⃜䉉㜖⒥ҷ㟑ⶩҷ坬姢ҷ㝔懙☛⫱℗♐㒖ⓦҸ
No.3
Magazine P Taking bronze is Magazine P, the young luxurious lifestyle magazine. Launched in March 2014, the monthly title covers the latest trends and stories about time (watches and jewellery), space (architecture) and people (fashion and culture). It is distributed around luxury retailers, cafés and restaurants, airlines and airports, hotels and private clubs, as well as via VIP mailing.
Harper’s Bazaar has been crowned the winner in the Art & Culture category. Published by SCMP Hearst, the monthly title claims a brand image of sophistication, elegance and provocation. It has an emphasis on the luxury market, and covers fashion, beauty and lifestyle. ҿHarper’s BazaarӀ⫹⁙〃坬姢╙㜖⒥桫尛仓⎴捠 䓝Ҹ䛀SCMP Hearst⎉䏗虇封㢗⎙Ὴ嬐⧀㢘杫汧亩䚱♐ ⾑⧃䠓幖宙虇⋶ⵈ㽄噚㟑婬ҷ儝ⵈ☛䚮㻊䃽㻐虇䉉崏冔ⷤ䖍 汧䱾ҷ⊹桔╙⪶卌䠓ヱ巰Ҹ
搔䓝ㄦῊ䉉〃悤䠓巹啾䚮㻊㝈ゞ桫尛ҿMagazine PӀҸ封㢗⎙㝋2014〃ᾘ㢗␄⎙虇⋶ⵈ㽄噚 㟑朢虃斧擅╙䕯ⶅ虄ҷ䰉朢虃ら䵘虄╙⁉䏸虃㟑ⶩ╙㜖⒥虄䠓㢏㜿䃽㻐幖宙╙㛔‚虇憞懝汧亩䚱♐ 梅⚽⛕ҷ☥⛰檷╙檟もҷ厹䰉⋻▇╙㯮⧃ҷ拡〦╙ↀ㮑扷ҷ⁴╙VIP抄₅⎕摆Ҹ
ENTERTAINMENT No.1
Ming Pao Weekly
No.2
Oriental Sunday Climbing one place to second this year, Oriental Sunday is the flagship magazine of New Media Group. Consisting of three books, the main magazine covers news and information on entertainment, the supplement More focuses on fashion and beauty trends, while Sunday Kiss is a parenting and childcare magazine. 㜿≂Ⱑ桕⢧䠓㝦叵桫尛ҿ㤀㝈㜿⢿Ӏ⁙〃㬽ⓖ厂䲻‛⃜Ҹ封桫尛ᾏ㢇ᾘ⌙虇⒔㑻㽄噚⮪㮑㜿凭╙ 幖宙䠓Ὴ桫尛ҷ㟑婬╙儝ⵈ⏾⎙ҿMoreӀҷ⁴╙剁⋡⌙ⳟҿSunday KissӀҸҿ㤀㝈㜿⢿Ӏҷ ҿ㜿⇖㢮Ӏ╙ҿ㜿MondayӀ㝋10㢗13㝴弆ᾘ㢇▗℄虇憱㞮㢮⡪⎉䏗Ҹ
Ming Pao Weekly snatches top spot for the third consecutive year in the Entertainment category. The magazine covers cinema, TV, music, fashion, entertainment, arts and culture stories. The title publishes three complimentary copies, including Book A that features entertainment news; Book B that covers local and global social issues, and Ming’s that offers photographs, in-depth articles and features. ҿ㞝⧀◷⎙Ӏ憲倛ᾘ〃㬽䠊⮪㮑桫尛仓⎴㬫欥Ҹ封桫尛䠓⋶ⵈ 㽄噚梊ҷ梊嬥ҷ概㮑ҷ㟑婬ҷ⮪㮑ҷ坬姢╙㜖⒥幖宙Ҹ封桫尛 ᾏ㢇ᾘ⌙虇⒔㑻㕟K⮪蓫╙䚮㻊⋶ⵈ䠓Ὴ㢇虇⧀㢻⢿╙⋷䖒 䫍㢒⛞槛䠓⏾⎙ҷ⁴╙㕟K䢇䏖ҷ㾀⋴㜖䱯╙槛⧀䠓╵ᾏ ⏾⎙ҿMing’sӀҸ 2 8 M AR K ET I N G H O N G K O N G NOVEMBER 201 6
No.3
East Touch East Touch slips one spot to third this year. The magazine provides extensive editorial content that includes fashion, beauty, entertainment, showbiz, lifestyle and travel. In addition to its website offering multimedia content with an online shop, East Touch is also available on smartphone and tablet devices with a paid subscription. ҿ㤀TouchӀ⁙〃ㄽ彛ᾏ亩厂䲻ᾘ⃜Ҹ封桫尛㕟Kひ㹪䠓佷悾⋶ⵈ虇 ⒔㑻㟑婬ҷ儝ⵈҷ⮪㮑ҷ嬥ҷ䚮㻊╙㝔懙Ҹ㳳⪥虇⌅佁䱨‵㕟K⪩Ⱑ汣⋶ⵈ╙佁ᾙ⛕〦Ҹ崏冔 㢃╾幊宑杀㏚㯮㎥。㤎梊勵䏗梊ⳟ桫尛Ҹ
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MARCH 2016 HK$50
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Women Art Power 紐約女力藝術
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NOVE MB E R 2 016 MARK E TING HON G KON G 2 9
MEDIA REPORT 2016
PARENTING No.1
Smart Parents
No.2
Sunday Kiss Climbing from third place last year, Sunday Kiss takes second spot in this category. The magazine is one of the supplements of Oriental Sunday and covers child-caring, parenting and education as well as shopping tips. The weekly magazine is owned by New Media Group and its Facebook page has garnered more than 138,000 followers. ҿSunday KissӀㄭ╊〃䠓䲻ᾘ⃜ⓖ厂⁙〃䠓䲻‛⃜Ҹ封◷⎙䉉ҿ㤀㝈㜿⢿Ӏ䠓⏾⎙Ὶᾏ虇⋶ⵈ 㽄噚剁⋡ҷ嬹ⳟҷ㛨剁╙庋䏸ㅒㄦ䳘尀槛Ҹ封◷⎙ⷻ㜿≂Ⱑ桕⢧㏏㢘虇⌅Facebook 榐⾁亾䯜 弔懝13.8 喻▜丘企Ҹ
No.3
Published by Sing Tao News Corporation, Smart Parents claims top spot in the parenting category for the fourth consecutive year. It has an average net circulation of 74,731 copies (HKABC, 1 July and 31 December 2015). Last July, the weekly magazine offered a new members’ mobile app allowing readers to redeem Smart Parents with a barcode to preview the latest content. 㞮⺅㜿凭桕⢧⎉䏗䠓ҿ嬹ⳟ䔚Ӏ憲倛⡪〃姪⌤嬹ⳟ桫尛 仓⎴䠓⌯恜⃜僽Ҹ封桫尛䠓。⣖㽷䠋姛捞懣74,731₌ 虃HKABC 2015〃7㢗1㝴厂12㢗31㝴虄Ҹ╊〃ᾒ㢗虇封◷ ⎙㔷⎉⋷㜿䠓㢒♰㻐⑤㍘䚷䮚ゞ虇崢崏冔憩懝䮚ゞ⋶䠓㨬 䩋㕪㢇╙榟孌㢏㜿⋶ⵈҸ
Baby Magazine Baby Magazine slips one spot to third this year. Owned by Pop Art Group, the monthly magazine refers to itself as a provider of content, including pregnancy, procreation, mothering and parent-child relationships, of which information and knowledge is local and reliable for parents who are pregnant, parents with infants and even pre-school children. ҿBaby嬹ⳟ桫尛Ӏ⁙〃ㄽ彛厂䲻ᾘ⃜Ҹⓩ坬桕⢧㝦ᾚ䠓ҿBaby嬹ⳟ桫 尛Ӏ⁴㢗⎙ヱゞ⎉䏗虇テ屎㕟K㫼⋶ⵈ虇⒔㑻㎆ⳤҷⴘ䚱ҷ剁ⲿ╙嬹ⳟҸ封㢗⎙▛㟑㹷捜㢻⢿㜿 凭╙幖宙虇䉉ⵅ朆㕟Kㄭ㎆ⳤ㢮ҷⲿ⋡⁴厂》烰ⴇ⏜⋡䱴䠓㏏梏䥴峧Ҹ
NEWS AND CURRENT AFFAIRS (REGIONAL) No.1
TIME
No.2
The Economist The Economist holds its spot as runner-up in this category for 2016. The Economist aims to provide insights that connect the dots between business, politics, technology and culture. Last year, the British education company Pearson sold its 50% stake in the Economist Group, the publisher of The Economist. In APAC, its print circulation was 104,947 last year. ҿ伢䅮ⴇ⁉Ӏ䯸ⴗ⁙〃䠓恜⃜僽Ҹҿ伢䅮ⴇ⁉Ӏ㝷⢷㕟K帺憩⛕ 㫼ҷ㛎㹊ҷ㐏姢╙㜖⒥䠓⎕㤟Ҹ╊〃虇咀⢚⦈䚮㛨剁⎉䏗桕⢧干⎉㏏㒐㢘䠓ҿ伢䅮ⴇ⁉Ӏ桫尛⎉ 䏗⛕伢䅮ⴇ⁉桕⢧䠓50%到㲙Ҹ⢷⪹⢿Ⓩ虇封桫尛╊〃䠓⓿⏆䠋姛捞䉉104,947₌Ҹ
Crowned the winner for the third consecutive year is TIME. Other than covering world news, politics, entertainment, science and history, TIME editors every year select “Person of the Year”, the individual or group with the most profound impact on the world over the past year. In APAC, its average net circulation is 285,408 (HKABC, 1 January to 31 December 2015). ҿ㟑桫尛Ӏ憲倛ᾘ〃㎟䉉⌯恜ㄦῊҸ柳㽄噚ᾥ䛛㜿凭ҷ㛎 㹊ҷ⮪㮑ҷ䭠ⴇ╙㴆▁⋶ⵈ⪥虇ҿ㟑桫尛Ӏ䠓佷悾㢃㵞〃 戇⎉Ӂ〃〵樷梁⁉䏸ӂ虇姷㕩⢷懝╊ᾏ〃ᾥ䛛㢘㢏㾀⏊ 榎䠓↚⁉㎥儳汣Ҹ⢷⪹⢿Ⓩ虇⌅。⣖㽷䠋姛捞䉉285,408 ₌虃HKABC 2015〃1㢗1㝴厂12㢗31㝴虄Ҹ 30 M A R K ET I N G H O N G K O N G NOVEMBER 201 6
No.3
Newsweek Owned by IBT Media, Newsweek provides the latest news, analysis and ideas on international issues, technology, business, culture and politics. It publishes weekly English print editions in the United States, Europe, Middle East, Africa and Asia as well as editions in Japanese, Korean, Polish, Serbian and Spanish. IBT Media㝦ᾚ䠓ҿ㜿凭懀⎙Ӏ㕟K㢘杫⢚株㟑‚ҷ䭠㐏ҷ⛕㫼ҷ㜖⒥ ╙㛎㹊䠓㢏㜿㼗ㇾҷ⎕㤟╙㊂㹤Ҹ㵞◷⢷儝⢚ҷ㳟㻁ҷᾼ㤀ҷ棭㻁╙㻁⎉䏗咀尭䏗桫尛虇㳳⪥ ‵㢒⎉䏗㝴尭ҷ楢尭ҷ㹱垼尭ҷ⧭䏍似尭╙嬎䕼䏨尭䏗㢻Ҹ WWW.MARKETING INTERACTIVE.COM
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NOVE MB E R 2 016 MARK E TING HON G KON G 31
MEDIA REPORT 2016
TRAVEL (REGIONAL) No.1
Business Traveller
No.2
Travel + Leisure New on the list, Travel + Leisure takes home the silver award in the Travel (Regional) category. The print magazine is published by Media Transasia with its editorial team based in Thailand. Launched in Asia in 2007, it is distributed in countries and regions that include Australia, New Zealand, South Asia and Southeast Asia. ҿTravel + LeisureӀ⫹⁙〃Ⓩ⥮㝔懙桫尛仓⎴䠓搏䓝Ҹ封桫尛䛀Media Transasia⎉䏗虇 佷悾⢧栙⁴㹿⢚䉉⦉⢿虇2007〃㝋㻁㔷⎉虇⢷⪩↚⢚ⵅ╙⢿Ⓩ䠋姛虇⒔㑻䅂㻁ҷ亟嬎垼ҷⓦ ╙㤀ⓦ䳘Ҹ
No.3
Condé Nast Traveller Business Traveller Asia Pacific secures top spot in this year’s rankings. Published by Panacea Publishing, the magazine offers reviews on travel products, including the latest travel gadgets, technology and accessories, covering 10 editions worldwide. ҿBusiness Traveller Asia PacificӀ奻凾⁙〃䠓⌯恜ⶅ〶Ҹ䛀 Panacea Publishing⎉䏗虇封桫尛㕟K㝔懙䚱♐寤⊈幖宙虇 ⒔㑻㢏㜿㝔懙䚷♐ҷ䭠㐏╙拜₅虇㽄噚ᾥ䛛▓⢿⌀ⓐ↚⾑⧃ 䏗㢻Ҹ
Condé Nast Traveller finishes third in the Travel (Regional) category for the second year, with a claimed global circulation of 814,833. The title also has a strong presence on social media with more than 260,000 followers on Twitter and more than 130,000 likes on Facebook. ҿCondé Nast TravellerӀ憲倛⋸〃⫹ㄦⓏ⥮㝔懙桫尛仓⎴䠓搔䓝Ҹ 封桫尛刁䯀⌅⋷䖒䠋姛捞懣814,833 ₌Ҹ封桫尛⢷䫍″Ⱑ汣ᾙ‵⁉㶲 汧ₐ虇⢷Twitter 㙐㢘弔懝26 喻▜丘企虇⁴╙⢷Facebook 䔁ㄦ弔懝13喻↚崩⬌Ҹ
BRIDE No.1
Cosmopolitan Bride
No.2
BAZAAR BRIDE Climbing one spot to take silver in the Bride category, BAZAAR BRIDE is published annually in June. Claiming to be “the most sought-after bible for brides-to-be”, the title provides extensive content from gowns and accessories to make-up and styling as well as wedding venues and planning services. ҿBAZAAR BRIDEӀ㟘ⓖ䉉⁙〃⯩ⱐ桫尛仓⎴䠓恜Ҹ封桫尛㵞 〃⋼㢗⎉䏗虇刁䯀㞾Ӂ㢏㗅㏚䠓䀥㜿⮧㲙⮐崏䏸ӂ虇Ὴ槛㽄噚䬽㢜ҷ拜檍ҷ⒥⬬ҷ憯⤚ҷ⁴厂⯩䬽 ⧃⢿╙⯩䬽䳥␒㢜⑨䳘ひ㹪⋶ⵈҸ
No.3 Cosmopolitan Bride secures top spot this year in the Bride category. Established in 2004, Cosmopolitan Bride is all about dresses and accessories, hair and make-up, banquets and gifts and honeymoon destinations. The title publishes twice a year in June and November. ҿCosmopolitan BrideӀ奻凾⁙〃⯩ⱐ桫尛仓⎴䠓⌯恜Ҹ␄ ⎙㝋2004〃虇ҿCosmopolitan BrideӀ㕟K䬽㢜ҷ拜檍ҷ汽 ⤚╙⒥⬬ҷ拡⾼╙䬽♐ҷ⁴╙墫㢗㝔姛䡽䠓⢿幖宙Ҹ封桫尛㵞 〃⎉䏗⋸㲰虇⎕⎴㞾⋼㢗╙ⓐᾏ㢗Ҹ
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ELLE Wedding Owned by SCMP Hearst, the magazine is for brides-to-be, published every June and November. This title is all about weddings – from gowns and accessories to make-up and jewellery and from venues and romantic getaways to banquets and planning services. 憨㢻SCMP Hearst 㝦ᾚ䠓⯩ⱐ桫尛㵞〃⋼㢗╙ⓐᾏ㢗⎉䏗虇⋶ⵈ㽄 噚ᾏ⎖仟⯩幖宙虇ㄭ䬽㢜ҷ拜檍ҷ⒥⬬ҷ䕯ⶅҷ⁴厂⯩䬽⧃⢿ҷ墫㢗⑬⢿ҷ拡⾼╙⯩䬽䳥␒㢜⑨ 䳘幖宙ᾏ㍘ↀ⋷Ҹ
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CONSUMER ELECTRONICS No.1
e-zone
No.2
PC Market PC Market has secured second spot in the category. The weekly title comprises two books – PCM, aimed at advanced IT users, and PCM V+ which features product testing and the application of digital home entertainment products. Since January this year, Plug Media Service has taken over PCM’s operations from Sing Tao News Corporation. 㢻仓⎴䠓搏䓝ㄦῊ㞾ҿPCM梊勵ひ⧃ӀҸ封◷⎙ᾏ㢇⋸⌙虇ҿPCMӀ⁴䌮㈘幖宙䭠㐏䠓崏冔䉉䡽 㮨孏䣍虇ҿPCM V+Ӏ㕟K䚱♐寵䚷⧀◙虇╙㜇䩋ⵅ〼⮪㮑䚱♐㍘䚷㒖ⓦҸ⁙〃ᾏ㢗弆虇Plug Media Serviceㄭ㞮⺅㜿凭桕⢧㔴㏚ҿPCM梊勵ひ⧃Ӏ䠓㫼⑨Ҹ
No.3
PC Home
e-zone, a weekly IT magazine with three books – PC+Tab, DIGI+DIY and Phone – has stood at the top of the Consumer Electronics category for six consecutive years. The title focuses on the latest trends in hardware, software, apps, smartphones, cameras and IT-related life applications. ҿe-zoneӀ憲倛⋼〃䯸⫹㼗幊梊ⳟ桫尛仓⎴䠓捠䓝Ҹ封幖 宙䭠㐏◷⎙ᾏ㢇ᾘ⌙虇⒔㑻ҿPC+TabӀҷҿDIGI+DIYӀ╙ ҿPhoneӀ虇朏㕟K㢘杫梊勵恮䧻₅㍘䚷ҷ㍘䚷䮚ゞҷ㠉劌 ㏚㯮ҷ䢇㯮╙幖宙䭠㐏䢇杫䚮㻊㍘䚷䮚ゞ䠓㢏㜿䃽㻐強⑱Ҹ
Launched in 1996, PC Home claims to be the most popular IT magazine in Taiwan. The magazine covers topics from lifestyle and technology to the internet. PC Home states its readers can easily learn about computers and digital knowledge just by reading the magazine, which helps improve their technological capabilities at work and in their daily lives. ␄⎙㝋1996 〃虇ҿPChomeӀ卹䯀㞾╿䇲㢏㠱摆䠓幖宙䭠㐏桫尛虇⋶ ⵈ㽄噚㟑ⶩ䚮㻊ҷ䭠㐏╙‡凾佁䳘Ὴ槛ҸҿPChomeӀ姷䫉虇崏冔╾⁴ 憩懝杀崏⌅桫尛虇悤沕㔛㕰梊勵╙㜇䩋䥴峧虇㕟ⓖ⽴⃫╙㝴⿇䚮㻊ᾼ䠓䭠㐏㍘䚷劌Ҹ
AUTOMOBILES No.1
CarPlus
No.2
Top Gear Taking silver this year is Top Gear Hong Kong. The magazine claims it is different from “the traditional sense of any car title”. Inheriting the humorous and lively style of BBC Top Gear’s origins, the magazine says it not only possesses a high brand awareness, but also gets the reprint rights of the original text and graphics from the British version. ⁙〃䠓搏䓝ㄦῊ㞾ҿTop Gear!㬄憮尛Ӏ虇ⴒ埮䯀㞾㢘⎴㝋Ӂ₊⃤ᾏ㢻 ≂伀㊞儸ᾙ䠓㸌恙桫尛ӂҸ㐎嬁咀⢚ひ㘼⋻▇㸌恙䵏䡽ҿTop GearӀ䠓㻊䃠「灧樷㧋虇封桫尛㒖 ⴒᾜ✽㙐㢘䢇䜅汧䠓♐䏛䥴▜〵虇㢃䔁ㄦ咀⢚┮䏗⢥㜖䠓惘悘㲙Ҹ
CarPlus climbs one spot to take gold this year in the Automobiles category. The monthly magazine describes itself as the bestselling car magazine in Hong Kong and is popular among local famous racers. It provides news from Hong Kong and all over the world to keep its readers up to date with the ever-changing automobile market. ҿ恙䔚桫尛Ӏ⁙〃⢷㸌恙桫尛仓⎴⫹⌯Ҹ封㢗⎙卹䯀㞾欨 㾾㢏㠱摆╙㢏╦㢻⢿嗦▜庌恙㏚㳰慝䠓㸌恙桫尛Ҹҿ恙䔚 桫尛Ӏ㕟K欨㾾╙ᾥ䛛▓⢿䠓㸌恙㜿凭虇崢崏冔㔛㕰䤻ㇾ 喻崙䠓㸌恙⾑⧃㢏㜿㉔⧀Ҹ
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No.3
Automobile Established in 1979, AUTOMOBILE sits in third position. The monthly magazine claims to be the most famous and historic automobile magazine in Hong Kong. It covers the latest news in the car world and provides informative car test reports. This monthly publication also positions itself as a magazine with style and attitude. ␄⎙㝋1979〃虇ҿ恙ῊӀ㎟䉉⁙〃䠓搔䓝ㄦῊҸ封㢗⎙刁䯀㞾欨㾾㢏嗦 ▜╙㴆▁㢏㈯䠓㸌恙桫尛虇⋶ⵈ㽄噚㸌恙ᾥ䛛䠓㢏㜿㼗ㇾ虇⁴╙㕟K䚷㸌恙㾻寵⧀◙虇ⷤ䖍 ⎉⌅䓷䐈䠓樷㧋╙㋚〵Ҹ
NOVE MB E R 2 016 MARK E TING HON G KON G 33
MEDIA REPORT 2016
No.1
SOUTH CHINA MORNING POST Up from second place in 2015, South China Morning Post has stepped up to snatch gold this year. On 11 December 2015, it was announced that Alibaba Group would acquire the media properties of the SCMP Group, including the flagship publication South China Morning Post. Alibaba Group completed the acquisition earlier this year in April and SCMP announced it had taken down the paywall of its online version. Readers are now able to access all content on SCMP.com and SCMP’s mobile apps for free. 2015〃䠓恜ㄦῊҿⓦ啾㝸⧀Ӏ⁙〃⫹捠䓝Ҹ2015〃12㢗11㝴虇柎捛⾃⾃桕 ⢧ⴲ⾒㛅庋ⓦ啾㝸⧀桕⢧㝦ᾚ䠓Ⱑ汣幖䚱虇⒔㑻⌅㝦叵⧀⎙ҿⓦ啾㝸⧀ӀҸ柎 捛⾃⾃桕⢧⁙〃⡪㢗ⴛ㎟㛅庋虇ⴲ⾒╥㼗⌅佁ᾙ䏗㛅幊⋶ⵈ虇崏冔䖍㟑╾⁴ ⋜幊䆞孌SCMP.com╙SCMP㏚㯮㍘䚷䮚ゞᾙ䠓㏏㢘⋶ⵈҸ
No.2
No.3
APPLE DAILY
HONG KONG ECONOMIC TIMES
After holding top spot in 2015, Apple Daily comes second this year. According to annual reports from its parent company Next Digital, the pro-democracy Chinese-language newspaper’s revenue amounted to HK$458.3 million, a 24.6% decrease on the previous year’s figure of HK$607.7 million. Its advertising revenue for the year was HK$230.6 million, a 32.9% decrease on the previous year’s total of HK$343.7 million. Due to the continued contraction of sales in the newspaper, its circulation revenue decreased to HK$227.7 million, which was 13.8% lower than the previous year’s figure of HK$264.0 million.
The Hong Kong Economic Times holds its spot in third place in the Local Newspaper of the Year category, claiming a daily circulation of 90,000. Targeting business executives, investors and professionals, the paper covers news of local and international financial markets, property, trade and industry as well as social news, wealth management and lifestyle. HKET.com, the digital edition of HKET, is equipped with macroeconomic views, real-time news and commentary, and can be accessed through the web, or via smartphones and tablets running iOS or Android.
2015〃㗧⌯䠓ҿ垚㤫㝴⧀Ӏ⁙〃㔡▜䲻‛Ҹ㧈㙩⌅寊⌙⋻▇Next Digital䠓〃〵 ⧀◙槾䫉虇憨₌嬹㶠Ὴ䱚⧃䠓ᾼ㜖⧀亨〃㛅⋴䉉4.583⊓㾾⋒虇悒╊〃䠓6.077 ⊓㾾⋒㾪ⶠ24.6%Ҹ⌅〃〵ひ◙㛅⋴䉉2.306 ⊓㾾⋒虇悒╊〃▛㢮䠓3.437⊓㾾 ⋒㾪ⶠ32.9%Ҹ䛀㝋⧀亨ひ◙㛅⋴㒐倛侽㾪虇⌅摆捞㾪ⶠ厂2.277⊓㾾⋒虇悒ᾙ 〃〵䠓2.64⊓㾾⋒㾪ⶠ13.8%Ҹ
ҿ欨㾾伢䅮㝴⧀Ӏ個倛䯸⃣Ӂ㢏ℂ㢻⢿⧀亨ӂ仓⎴䲻ᾘ⃜虇刁䯀㵞㝴䠋姛捞 亓Ῥ喻₌Ҹ封⧀⁴ₐ㫼䴰䖕ⷳҷ㐤幖冔╙㫼⁉⩺䉉䡽㮨虇⋶ⵈ㽄噚㢻⢿╙⢚ 株捠夜⾑⧃ҷ㏎⢿䚱ҷ幎㞢╙⽴㫼㜿凭㼗ㇾ虇⁴╙㟑‚㜿凭ҷ帰ⵛ䴰䖕╙㟑ⶩ 䚮㻊幖宙Ҹ⌅佁䱨HKET.com 㕟Kⴞ孏伢䅮⎕㤟ҷ│㟑㜿凭╙寤履虇╾憞懝佁 䱨ҷ㎥iOS㎥ Android㠉劌㏚㯮╙。㤎梊勵杀孌Ҹ
34 M AR K ET I N G H O N G K O NG NOVEMBER 201 6
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CASE STUDY SPECIAL 2016
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FE B RU ARY 2 0 16 MARK E TI NG HONG KONG 25
MEDIA REPORT 2016
No.4
HONG KONG ECONOMIC JOURNAL
Securing fourth spot this year, the Hong Kong Economic Journal claims to have a circulation of more than 62,000. The Chinese-language newspaper covers economics, politics, wealth management, culture and arts, health and technology news. The 43-year-old newspaper is currently growing its digital footprint with different news apps for iOS and Android. ҿⅰ⧀Ӏ⁙〃䯸⃣䲻⡪⃜虇刁䯀䠋姛捞弔懝6.2喻₌Ҹ封ᾼ㜖⧀亨䠓⋶ⵈ㽄噚伢䅮ҷ㛎㹊ҷ帰ⵛ䴰䖕ҷ㜖⒥坬姢ҷ ⇴う╙䭠㐏㜿凭Ҹ憨₌㙐㢘43〃㴆▁䠓⧀亨⾁㔷⎉懸䚷㝋iOS╙Android婬僽䠓ᾜ▛㜿凭㍘䚷䮚ゞ虇⁴㑢ⷤ⌅㜇 䩋㫼⑨Ҹ
No.5
HEADLINE DAILY
Headline Daily, owned by Sing Tao News Corporation, takes fifth place for the second year. The 11-yearold free newspaper claims to have a circulation of more than 849,823 from Monday to Friday (HKABC, 1 April to 30 June 2016). The free paper claims to be the top ad revenue-generating paper across various categories, including retail, food and education. 㞮⺅㜿凭桕⢧㝦ᾚ䠓ҿ榼㨬㝴⧀Ӏ憲倛⋸〃䔁ㄦ䲻‣▜Ҹ憨₌㙐㢘11〃㴆▁䠓⋜幊⧀亨刁䯀⌅◷ᾏ厂◷‣䠓䠋姛 捞弔懝849,823₌虃HKABC!2016〃4㢗1㝴厂6㢗30㝴虄虇刁䯀⌅ひ◙㛅⋴⢷梅⚽ҷ橮♐╙㛨剁䳘槭⎴䯀⌯Ҹ
No.6
MING PAO DAILY NEWS
Owned by Media Chinese International, Ming Pao Daily News is in sixth position in this year’s Newspaper of the Year. According to Ming Pao, its main reader groups are the middle-class, professionals, managers and corporate decision-makers. On the digital end, mingpao.com provides 24-hour news coverage and uploads more than 100 news articles every day. Its Facebook page boasts more than 270,000 fans as of October 2016. ᾥ䛛啾㜖Ⱑ汣㢘柟⋻▇㝦ᾚ䠓ҿ㞝⧀Ӏ⃣㙩⁙〃Ӂ㢏ℂ㢻⢿⧀亨ӂ仓⎴䲻⋼⃜Ҹ㙩ҿ㞝⧀Ӏ㒖虇⌅Ὴ嬐崏冔䉉ᾼ䚱 栝亩ҷ㫼⁉⩺ҷ䴰䖕ⷳ╙⋻▇㸉䳥冔Ҹ⢷㜇䩋㫼⑨㝈棱虇㞝⧀佁䱨㕟K24㟑䠓㜿凭⧀虇㵞㝴ᾙ悘100⪩䵖 㜿凭㜖䱯Ҹ㎹厂2016〃10㢗虇⌅Facebook│㟑㜿凭榐㙐㢘弔懝27喻▜丘企Ҹ
No.7
ORIENTAL DAILY NEWS
Climbing two places to seventh this year is Oriental Daily News. The publication claims to be the bestselling and most widely read newspaper in Hong Kong for the past 40 consecutive years. On.cc, the flagship online portal of the group, is the new media business the group has been focusing on in recent years. According to a summary analysis of the Hong Kong 2015/2016 reports of the comScore Media Metrix, on.cc has recorded a historic high of 5.59 million monthly unique visitors, and more than 6.34 million downloads of mobile applications. ҿ㤀㝈㝴⧀Ӏ⁙〃ᾙⓖ⋸亩厂䲻ᾒ⃜Ҹ封⧀刁䯀㞾懝╊憲倛40〃欨㾾㢏㠱摆䠓⧀亨Ҹ封桕⢧慠〃㔷⎉㝦叵佁䱨 on.cc虇㹷䠋ⷤ㜿Ⱑ汣㫼⑨Ҹ㧈㙩comScore Media Metrix 2015/2016⧀◙䠓㗧嬐⎕㤟槾䫉虇on.cc䠓㵞㢗䓷 䱚容ⴱ⁉㜇␄㴆▁㜿汧虇懣厂559喻虇军㏚㯮㍘䚷䮚ゞᾚ悘䔖‵弔懝634喻Ҹ
No.8
SING TAO DAILY
Sing Tao Daily ranks eighth for the third consecutive year. Owned by Sing Tao News Corporation, the Chinese-language paper gives out free special publications on different topics every day. According to admanGo, in the first half of 2016, in addition to being the paid newspaper with the largest amount of advertising revenue in categories such as property, retail and non-profit organisations, Sing Tao Daily also recorded growth in other categories, including food and education, indicating that it has been successful in diversifying its advertising categories. ҿ㞮⺅㝴⧀Ӏ憲倛ᾘ〃㔡▜䲻⋺⃜Ҹ憨₌㞮⺅㜿凭桕⢧㝦ᾚ䠓ᾼ㜖⧀䱯㵞⪸染憐ᾜ▛Ὴ槛䠓⋜幊䐈⎙Ҹ㙩 admanGo姷䫉虇㝋2016〃ᾙⓙ〃虇ҿ㞮⺅㝴⧀Ӏ柳―㞾㏎⢿䚱ҷ梅⚽╙棭䏮⎸仓俣槭⎴ひ◙ᾼ㛅⋴㢏汧䠓㛅幊⧀ 亨⪥虇‵㝋橮♐╙㛨剁䳘⌅槭⎴撓ㄦひ◙㛅⋴⨭朆虇槾䫉封⧀䱯䠓ひ◙䮽槭崙ㄦ㢃⪩⋒⒥Ҹ 36 M AR K ET I N G H O N G K O NG NOVEMBER 201 6
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No.9
AM730
The free Chinese-language paper am730 drops from seventh spot in 2015 to ninth place this year. Distributed from Mondays to Fridays, am730 had a circulation of 430,017 between 1 January and 31 March 2016. The paper covers local, international, entertainment, fashion and travel news. On the digital front, it makes content available on its website and mobile app. ⋜幊ᾼ㜖⧀亨ҿam730Ӏㄭ2015〃䠓䲻ᾒ⃜䁠嗌厂⁙〃䠓䲻Ῥ⃜Ҹҿam730Ӏ憱㞮㢮ᾏ厂㞮㢮‣㻍䠋虇⌅2016〃 1㢗1㝴厂3㢗31㝴䠓䠋姛捞懣430,017₌Ҹ封⧀䠓⋶ⵈ㽄噚㢻⢿ҷ⢚株ҷ⮪㮑ҷ㟑ⶩ╙㝔懙㜿凭虇崏冔‵╾憞懝⌅佁 䱨╙㏚㯮㍘䚷䮚ゞ䆞孌⧀亨⋶ⵈҸ
No.10
METRO DAILY
Distributed from Mondays to Fridays in MTR stations and other key central locations, Metro Daily claims to have a daily average circulation of more than 400,000. Launched in 2002, the free newspaper, formerly a subsidiary of the Swedish publication group Metro International S.A, was acquired by businessman Kenny Wee. ҿ抌⾑㝴⧀Ӏ憱◷ᾏ厂◷‣㝋⢿旄䱨╙Ὴ嬐⢿Ⓩ㻍䠋虇㵞㝴。⣖䠋姛捞刁䯀弔懝40喻₌Ҹ␄⎙㝋2002〃虇封⋜幊 ⧀亨┮ⷻ䗭⌇抌⾑⢚株桕⢧Metro International S.A㝦ᾚ虇⌅ㄛ娺⛕⁉灒㻸㛅庋Ҹ
REGIONAL NEWSPAPERS No.1
FINANCIAL TIMES
A regular at the top of the regional newspaper chart, Financial Times has taken out the number one spot for a fourth consecutive year. Providing financial news, comment, data and analysis for the global business community, it claims it has a combined paid print and digital circulation of 780,000. This April, the newspaper unveiled a new brand campaign with the slogan, “Make the right connections”. It aims to demonstrate how the FT takes readers beyond the headlines and helps them connect the dots between events and issues in an increasingly complex and interconnected world. Ӂ㢏ℂⓏ⥮⧀亨ӂ䠓⿇⑬ⶖ恜ҿ捠夜㟑⧀Ӏ憲倛⡪〃⫹⌯Ҹ封⧀䉉⋷䖒⛕䛛⁉⩺㕟K帰伢㜿凭ҷ寤履ҷ㜇㙩╙⎕㤟虇 刁䯀⌅㛅幊⧀亨╙梊ⳟ⧀俌䠋姛捞懣78喻₌Ҹ⁙〃⡪㢗虇封⧀㔷⎉⋷㜿♐䏛ⴲ≂㻊⑤╙㜿╲埮ӁMake the right connectionsӂ虇ⷤ䫉ⴒ⬑⃤⿅榧崏冔弔弙㮨槛虇⢷媖桫╙䢇‡凾俺䠓ᾥ䛛ⶖ‚₅╙⛞槛῁憲弆ℕҸ
No.2
THE WALL STREET JOURNAL ASIA
The Wall Street Journal Asia holds its spot in second place in the Regional Newspaper category. This year marks the Dow Jones title’s 40th anniversary of its Asia edition. Launched in September 1976, it describes itself as the region’s most authoritative destination for regional and global business, economic, political and corporate news and analysis, available in print as well as multiple digital platforms, including in Japanese and Chinese. It claims its print circulation is 61,024 copies. ҿ㻁啾䏍姦㝴⧀Ӏ䯸⃣Ӂ㢏ℂⓏ⥮⧀亨ӂ仓⎴䠓䲻‛⃜Ҹ憨₌懢䙙㜾⋻▇㝦ᾚ䠓㻁䏗⧀亨⁙〃㌅䫬40懀〃Ҹ卹 1976〃9㢗␄⎙⁴ℕ虇ҿ㻁啾䏍姦㝴⧀Ӏヱⵈ卹⾀䉉㻁⢿Ⓩ╙⋷䖒㢏㲙⮐䠓⧀亨虇⋶ⵈ㽄噚⛕㫼ҷ伢䅮ҷ㛎㹊╙ₐ 㫼㜿凭╙⎕㤟虇㕟K⓿⏆䏗╙⒔㑻㝴㜖╙ᾼ㜖䳘⪩䮽尭宏㜇䩋。╿Ҹ封⧀刁䯀⌅⓿⏆䠋姛捞䉉61,024₌Ҹ
No.3
NEW YORK TIMES
Last month, The New York Times Company introduced The New York Times International Edition which is accompanied by a new design, additional news content and more analysis. At the same time, the paper’s digital offering was also being revamped in the hope of boosting revenues, both from subscribing readers and advertisers. 亟亓㟑⧀⋻▇ᾙ㢗㔷⎉ҿ亟亓㟑⧀Ӏ⢚株䏗虇㔰䚷⋷㜿䠓宼宗虇㕟K槜⪥䠓㜿凭⋶ⵈ╙㢃⪩䠓⎕㤟Ҹ㳳⪥虇封⧀‵ ᾜ㝆㕟ⓖ⌅㜇䩋。╿虇⾛㢪◇イ㢃⪩宑杀崏冔╙ひ◙ⴱ㏅ℕ㕟汧㛅⋴Ҹ
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BRANDED CONTENT
Sponsors
Partners
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BRANDED CONTENT
JUDGES
If marketing is the art of storytelling, then PR is surely the art of creating dialogue; between companies, journalists and individuals, both on- and offline. These conversations can take many forms, and this year’s nominated campaigns demonstrated that a creative and engaging approach can work wonders, both in terms of ROI and in the eyes of the jury. The PR Awards 2016 jury looked at some of the most interesting campaigns and communications initiatives in the region, sporting new and seasoned agencies, big and small companies and professionals of all shapes and sizes, and awarded those who demonstrated excellence in the field of PR. The awards event celebrated the winners on 30 September at Hotel ICON, Hong Kong, where top PR firms and professionals came together to celebrate the best the industry has to offer. In the famous words of Daniel J. Boorsin, “Some are born great, some achieve greatness, and some hire public relations officers.”
Cassius Taylor-Smith
Ada Suen
Hanks Lee
Richard Tesvich
Head of communications – Asia Aedas
Head of corporate communications A.S. Watson Group
Regional head of corporate affairs Citi Asia Pacific
Winnie Ng
Queenie Mak
Karen Tam
Ming Chan
Director, marketing communications and e-business – Asia Emerson Climate Technologies
Marketing and communications director Gucci
Assistant general manager – promotions and marketing Harbour City
General manager – corporate communications Hong Kong Airlines
䋅⢷㝋␄憯ₐ㫼厖ₐ㫼ҷ宧冔厖↚⁉ҷ佩ᾙ厖
Charlotte Judet
Anna Tehan
Joyce Lui
Keen Yim
佩ᾚῚ朢尀䠓坬姢Ҹ憨尀╾⁴⪩䮽ヱゞ
Vice-president, communications Kering Asia Pacific
Senior vice-president – corporate communications Li & Fung
Regional marketing director, Asia Pacific Marriott International
Global vice-president, marketing and communications MCM Worldwide
Cecilica Chung
Chris Leung
Astor Keung
Anthony Jim
Director of marketing and communications Morningstar
Director of marketing communications, Asia Pentahotels
Fuels marketing lead Shell
Director, group marketing and international business TSL Jewellery
Executive director, marketing and communications, Asia Colliers International
⬑㤫⾑⧃㔷ひ⢷㝋岪㛔‚䠓坬姢虇戲灋⋻杫䜅
懁姛虇军⁙〃䔁㕟▜䠓⋻杫ⴲ≂榔䡽ⷤ䫉⎉⌆ ␄㊞☛◇イ䠓䀬憩㝈ゞ╾⿅ℕ⫖忮虇▛㟑⨭ 㐤幖⡭⧀䔖ㄦ⎿寤⢧䠓棡䣭Ҹ Ӂⓢ弙⋻杫⪶䓝2016ӂ䠓寤⢧嬥Ⓩ⋶ ᾏ㢏㢘弲䠓⋻杫ⴲ≂榔䡽╙≂宙ₐ␒ҷ㜿厗 ╙伢毦巟ⵛ䠓ひ◙䖕ҷ▓䮽ヱゞ╙嬞㮰䠓 ⋻▇ҷ⁴╙▓ゞ▓㮲䠓㫼⁉⩺虇■⢷⋻杫 䛛姷䖍⎉吁䠓⁉⩺榡䠋䓝榔Ҹ榡䓝䬽㝋9㢗30 㝴⇖⚾㾾圗栕捜厘姛虇䜅㟩▓⪶榑ⶥ⋻杫⋻▇ ╙㫼⁉⩺凩欥ᾏ⦑虇⌀▛嬚峘㫼䛛䠓㎟ⷀҸ 㳲⬑Daniel J. Boorsin䠓▜宏處Ӂ㢘⁉⪸ 䚮⇘⪶虇㢘⁉䖍⇘⪶虇㢘⁉⏖凧屚⋻杫 ⁉♰ℎ卹⾀崙ㄦ⇘⪶Ҹӂ
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PR AWARDS 2016
Best Reputation/Brand Management Campaign
GOLD
Best Engagement – Targeted Community
GOLD
Best Launch/Relaunch
GOLD
Google China
MegaBox Development Company
Melco Crown Entertainment
Campaign China PR Campaign for Google DeepMind Challenge Match: Lee Sedol vs AlphaGo Agency Strategic Public Relations Group
Campaign MegaBox Lego Wonderland Brand MegaBox
Campaign The Audition Brand Studio City Agencies FleishmanHillard, Strategic Public Relations Group
SILVER
SILVER
SILVER
Sun Hung Kai Real Estate Agency
New World Facilities Management
Tissot
Campaign wtc more Kissmas 2015 Brand wtc more Agency Boxing Promotions
Campaign Youth Square 5th Anniversary – “Fei Tsing” Youth Engagement Programmes Brand Youth Square
Campaign My Street Story Agency The Bridge Agency
BRONZE
BRONZE
BRONZE
DBS Bank (Hong Kong)
Wearable IoT World
D • Park
Campaign Live more, bank less Brand DBS Bank Agency FLIP Social
Campaign Wearable IoT World US-Pan Asia IoT Superhighway Accelerator Program 2016 Agency The Hoffman Agency Hong Kong
Campaign Birth of The World’s 1st Multiple Intelligence Kids Mall Agency Strategic Public Relations Group
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BRANDED CONTENT The harbour-front site of wtc more used to be one of Hong Kong’s most iconic locations—the Palace Theatre, which embodied the city’s rose-coloured days and vintage movies. Starting from the 90s, the site has been transformed by Sun Hung Kai Properties into one of the key shopping hotspots of Causeway Bay – World Trade Centre. The change was bold, but the heritage of passion remains. Today, the brand new “wtc more” is the prime hangout of trendsetters and fashionistas. World aesthetics, lifestyle, delicacies and a view of the harbour converge at the WTC—World Trends Circle. In celebration of the launch of “Beautc” cosmetic zone in December 2015, wtc more leveraged a lipstick theme
and launched its “Kissmas” campaign by inviting Lithuanian artist Agne Kisonaite to create a giant 3-meter high shimmering lipstick sculpture by using 18,399 lipsticks, setting a newGuinness World Record. In addition, Asia’s own lipstick sculptor May Sum exhibited 26 lipsticks sculptures featuring various international celebrities including Audrey Hepburn, Lady Gaga, Kate Moss and Victoria Beckham. Mega sales, lipstick workshops and beauty demonstrations were also arranged to create a memorable and beauty-inspired Christmas journey. moreᎌḍጱ፬ᒳᰤᛵᣍᵁⅱ⟻ 䇲卷㼆⢿㵄虇ㄭℕ抌㞾ᾏ↚⎴⌆㊞儸 䠓⃜僽Ҹⴒ䠓⏜怺㞾䨶瀦ⴽ㏁柱虇㢍ᾙ
wtc
WTC MORE From historic landmark to World Trends Circle
㞯懝䊰㜇伢⌇梊虇䡪 悘―憨⥝⾑䠓桕汣⡭㍅Ҹ ⭚㝋 90〃虇憨䓷ᾏ䊰 ‛⢿㵄䛀㜿滊⦉⢿䚱㈘ ㅒ㛈憯㎟䉉搔昋䇲䠓庋 䏸䍀灭虈ᾥ幎ᾼㅒҸ⃕㉔ ㊮䠓憲俺┊ᾏ䢃㐎≂Ҹ ⁙⪸虇䶖㜿䠓wtc more! ⾁㎟䉉⥝ᾼ㟑ⶩ⋗厖 㻐姛ⅰㄡ䠓㯚榼⦰Ҹᾥ 䛛㟑ⶩҷ儝ⴇҷ䚮㻊ҷ儝 櫛厖㼆㟾⢷憨婞乍ヸ亪 ◗ҸWTC 㞾ᾏ↚䢮㳲䠓 World Trends CircleҸ 2015 〃wtc more 䐈⎴ ⁴Ӂ K is s m a sӂ䉉 凥 尤 㔷 ひ Ὴ 槛虇戏ㄦ䱚栅嗦▜ㄦ䓝坬姢ⵅ Agne Kisonaite⁴18,399㚾朒‽⚖匞㏢憯㎟ ᾏ㚾ᾘ丂汧䠓⽷⤚⚖匞婬僽虇《ヸ⋘ ‽⫹䡽Ὶ⽷⤚婬僽㢃㎟㒠㎿⇴⩺ ᾥ䛛亏撓Ӂ㢏⪶⤚⚖匞桤⧠坬姢♐ӂ 蘼㞾㲰㔷ひ‵䐈⎴戏ㄦ㢻⢿⚾ᾏ⚖匞 桤⏊坬姢ⵅMay Sum 䉉ⷤ孌⋷㜿␄ ⃫⁴ ⪶䍀楢㞮⃫Ὴ槛Ὶ⋼㚾桤⏊⚖ 匞ⷤ♐虇▛㟑ⷤ⎉ 20 㚾伢⌇ Audrey HepburnҷLady GagaҷKate Moss ╙Victoria Beckham䳘虇崢槶ⴱ↠亿 ㊞㲲幭⎴朚䚮棱ῚῊ槛ⷤ孌虇╒⚖ 匞媌⃫⽴⃫⣙ҷ儝㛬䫉䵓╙䓷ⵅᾏ㐧 朚⊹㉯虇⌀〵㻹䂺䚫墫ℂ䵏蘼
wtc moreᾥ幎ᾼㅒ ʟ䛀啾瀦⢿㮨⎿㟑ⶩ凥⢿
As Sun Hung Kai Properties’ major project in San Po Kong, Mikiki is located near the Kai Tak Development Zone, positioning itself as a fun and creative shopping destination for you youngster and young adults, with the hope of bringing in new business opportunities to San Po Kong and creating new values for the Kowloon East area. Comprising of an area of up to 210,000 square feet, Mikiki contains nearly 100 innovative shops, featuring a unique alfresco dining area. Since its opening in 2011, Mikiki has aimed to offer shoppers a unique and lively shopping experience. Over the past few years, Mikiki has organied a number of large-scale
promotional events to bring fun and style together for our shoppers. During Christmas 2015 and the 2016 Chinese New Year, we seized the chance and to work together with Pokémon and launched the “Pokémon Pika Fever@ Mikiki” Campaign, successfully captivating the public’s attention. During the promotional period, Mikiki organized a series of creative promotional events, including the first-ever appearance of 10 Pokémon mascots, a Pika Fever Dance performance and GOTCHA! Pikachu Go Car Roving. With our effective social media tactics, along side our public relations and marketing strategies, the campaign has led to an unprecedented success, with an increase in foot flow of 24% compared to the same period in the previous year, and greatly enhanced the branding and image of Mikiki.
Mikiki ៦ỉ╚ᑊᯆᚑỉℤᬆᛵᑊ 㮨 榔 䡽虇㵦 抿 ⛮ ㅆ 䠋 ⷤ Ⓩ虇⁴ 〃 悤 ╙ ␄㊞ 䉉 ⃜虇攥 〃 悤 槶 ⴱ 䉉䡽 㮨 ⴱ 儳虇䉉 㜿 噁⺦㹷 ⋴ 伢 䅮 ⑤╙ ␄ 憯⏜㏏ 㢹㢘 䠓 ⛕ 㯮虇 ▛㟑 㔷 ⑤ 㤀 Ῥ焜䠋 ⷤ ㎟䉉㢻㾾䠓㼗朠䔸 㮑 㜿噁灭Ҹ Mikiki 俌棱䯜亓 21喻。㝈◝虇Ⓘ 桕 慠䠍 朢 ␄ ㊞⛕〦虇 宼㢘 䐈 吁 ㏅ ⪥䚷檟ⓏҸMikiki ᾏ■厃䉉槶ⴱ⿅ ℕ ⼓ 㜿 䓷 䐈 䠓庋 䏸汣 毦Ҹ卹 2011〃 朚⁴ℕ虇Mikiki 厘愵⪩↚⪶⤚㔷ひ 㻊⑤虇䉉槶ⴱ⨭㾊㮑弲虖╊〃凥尤䵏 ╙⁙〃慁㡕㜿〃虇Mikiki 㢃㚫㏚Ӂⶄ 䏸乍棗ӂ◗䔊ӁMikiki x ⶄ䏸乍 棗! Pika Feverӂ㻊⑤虇㎟イ弆⋷⥝ 䍀尀蘼 Mikiki 㝋 㔷 ひ 㢮 朢 乍 ㅒ 厘 愵 ― ᾏ亊 ⎦ 尀 槛ㆶ 㔷 ひ 㻊 ⑤虇⒔ 㑻欥㲰 㝋 欨 㾾 ‽ 䢇 䠓 10 桊 ⶄ 䏸 乍 棗ҷӁ ⶄ䏸乍棗Pika Fever Danceӂ╙ ӁGOTCHA!㵣⓰恙⽰懙ӂҸ㌠䣏㢘㛗 䠓䫍″Ⱑ汣╙⾑⧃䍮摆䳥䛴虇ᾏ憲῁ Ὴ槛㻊⑤╥ㄦ䰉⏜㎟虇⿅⑤⛕⧃⁉ 㻐㵣⏜ᾏ〃▛㢮ᾙⓖ24%虇⪶⪶㕟 ⓖ⛕⧃䥴▜〵╙ヱ巰Ҹ
PR AWARDS 2016
Best PR Campaign – Lifestyle
Best Experiential PR Campaign
Best Influencers Strategy
GOLD
GOLD
GOLD
Hong Kong Airlines
Taste of Hong Kong
Procter & Gamble
Campaign Hong Kong Airlines Kumamoto Route Launch
Campaign Taste of Hong Kong: Launching Hong Kong’s first premium restaurant festival Agency Sinclair Communications
Campaign Change is Unchange Brand SK-II Hong Kong Agency Flare Communications Group
SILVER South Australian Tourism Commission
SILVER
SILVER
Melco Crown Entertainment
MTR Corporation
Campaign The Audition Brand Studio City Agencies FleishmanHillard, Strategic Public Relations Group
Campaign Love in Time for Christmas Brand ELEMENTS
Campaign Inspiring Family Travel to South Australia Agency Sinclair Communications
BRONZE Hong Kong Disneyland Campaign Star Wars: Tomorrowland Takeover Brand Hong Kong Disneyland Resort Agency Etymon
BRONZE
BRONZE
Tourism Australia
ImagineX Asia
Campaign City Explorer Brand There’s Nothing Like Australia Agency Sinclair Communications
Campaign Beyond Fashion at Club Monaco Market Brand Club Monaco Agency WE Communications
BRONZE Midland Realty Campaign Super Home Tour
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PR AWARDS 2016
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PR AWARDS 2016
WWW.MARKETING INTERACTIVE.COM
NOVE MB E R 2 016 MARK E TING HON G KON G 45
PR AWARDS 2016
Campaign of the Year
GOLD Lee Tung Avenue Management Company Campaign Launch of Lee Tung Avenue Brand Lee Tung Avenue Agency Strategic Public Relations Group
SILVER
Best PR Campaign – China
GOLD
Best PR Campaign – Food and Beverage
GOLD
Google China
Serge et le phoque
Campaign China PR Campaign for Google DeepMind Challenge Match: Lee Sedol vs AlphaGo Agency Strategic Public Relations Group
Campaign Serge et le phoque Agency CatchOn & Company
SILVER
SILVER
Manulife (International)
McDonald’s China
Carlsberg
Campaign ManulifeMOVE Brand ManulifeMOVE Agency FleishmanHillard HK
Campaign McBanquet Brand McDonald’s Agency UTOP Public Relations Consulting
Campaign Somersby #thatweekendfeeling Brand Somersby Cider Agency Ogilvy Public Relations Hong Kong
BRONZE
BRONZE
BRONZE
Google China
Cal Pure Produce
General Mills
Campaign China PR Campaign for Google DeepMind Challenge Match: Lee Sedol vs AlphaGo Agency Strategic Public Relations Group
Campaign Happistachio New Year Brand Wonderful Agency Ketchum
Campaign Daily Indulgence with Häagen-Dazs Brand Häagen-Dazs Agency WE Communications
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PR AWARDS 2016
Best Promotional Campaign
GOLD
Best PR Campaign – Media Relations
Best PR Campaign – Public Awareness
GOLD
GOLD
Melco Crown Entertainment
DBS Bank (Hong Kong)
WWF
Campaign The Audition Brand Studio City Agencies FleishmanHillard, Strategic Public Relations Group
Campaign DBS Sparks Brand DBS Bank Agency Muse
Campaign WWF – The Last Word Agency Ogilvy Public Relations Hong Kong
SILVER Vinda Paper Industrial (HK) Company
SILVER Marco Polo Hongkong Hotel
Google China
Campaign Marco Polo German Bierfest 2015
Campaign China PR Campaign for Google DeepMind Challenge Match: Lee Sedol vs AlphaGo Agency Strategic Public Relations Group
Campaign Vinda Paper Wedding Gown Catwalk Show Brand Vinda Agency rsvp communications
BRONZE
BRONZE
D • Park
D • Park
Campaign Birth of The World’s 1st Multiple Intelligence Kids Mall Agency Strategic Public Relations Group
Campaign Birth of The World’s 1st Multiple Intelligence Kids Mall Agency Strategic Public Relations Group
WWW.MARKETING INTERACTIVE.COM
SILVER
BRONZE Event Horizon Hong Kong with British Council Campaign Event Horizon – Introducing Hong Kong’s most extensive public art project Brand Event Horizon Hong Kong Agency Sinclair Communications NOVE MB E R 2 016 MARK E TING HON G KON G 47
BRANDED CONTENT
WHY DBS BANKED ON STORYTELLING TO GET ITS MESSAGE ACROSS 㞮ⷤ搏姛⬑⃤憞懝ᾜ▛㛔‚ ⴲ㕩⌅䖕ㆄ╙㧇ㅒ⊈⇋
As a bank and brand, DBS has always been about telling stories – stories about what DBS stands for and the people who connect with the values that are at the heart of everything DBS says and does. From “Sparks” to “Live more, bank less” to “Making Banking Joyful”, the stories of DBS embody what banking can and should be for customers – inspired, from the heart and committed to integrating banking seamlessly with customers’ everyday lives, and going the extra mile so they can achieve their dreams and get more out of life. Through effective brand storytelling, DBS hopes to convey the true meaning of banking, and to challenge the perception that banking is only about transactions. DBS Hong Kong’s wins at the PR Awards 2016, including gold for “Best
48 M A R K ET I N G H O N G K O NG NOV EMBER 201 6
PR Campaign – Media Relations” and “Best PRLed Integrated Communications”, underscore the importance of effective storytelling in our branding campaigns, and are a testament to the success of bringing the brand to life through storytelling. With “Live more, bank less”, DBS starts with a simple truth: you bank to live, not live to bank. This spark of inspiration conveys how DBS’ deep understanding of the world our customers live in, drives the design of our products, services and initiatives to enable our customers to do more of what they want – live. To bring this simple truth to life, a series of videos was developed to showcase the lives of six key opinion leaders and their individual philosophies and passions. The series kicked off with a video about former Yata department
ᓆ ᠥ ዯ ᤲ ⅰ ᒭ ᵬᅗ៧ ᤺ ⅰ ᒭ ዯ ᛸ ᱜ ጰ ▛㛔‚虇ⴱ㏅㞝䠌㞮 ⷤ Ὶ䖕 ㆄ ╙㧇ㅒ⊈⇋Ҹㄭ ӁSparksӂҷӁLive more-! bank lessӂҷ⎿ӁMaking Banking Joyfulӂ虇㞮ⷤ䠓㛔‚汣䖍―搏姛㢜⑨╾⁴ҷ 䚩厂㍘封䉉ⴱ㏅⿅ℕ棗㊮ᾙῚ⛮䠋虇厃ⶖ搏姛㢜 ⑨䊰朢夜⋴ⴱ㏅䠓㝴⿇䚮㻊虇ⴱ㏅廿ㄦ㢃懯虇䖍 ↠⪱㊂›╦䖕㊂䚮㻊Ҹ憞懝㛔‚虇㞮ⷤ搏姛⾛㢪 ≂懭⎉搏姛㢜⑨䠓䢮㳲㊞儸虇▛㟑槪嬕搏姛㢜⑨╹ ⢷㝋䖕帰″㞢䠓⢉㢘孏ㆄҸ 㞮ⷤ搏姛欨㾾⢷Ӂⓢ弙⋻杫⪶䓝 2016ӂ榡䓝䬽 ᾙ⎕⎴庞ㄦӁ㢏ℂ⋻杫ₐ␒ʟʟⰡ汣杫⅑ӂ╙Ӂ㢏ℂ ⋻杫Ὴ伫▗≂宙ӂ仓⎴䠓捠䓝虇䰐槾―㢘㛗䠓㛔 ‚岪慿㝈ゞ♐䏛ⴲ≂䠓捜嬐ㆶ虇峘㞝㞮ⷤ搏姛 ㎟憞懝Ӂ岪㛔‚ӂⶖ♐䏛夜⋴⪶䣍䚮㻊Ҹ 憞懝ӁLive more- bank lessӂ虇㞮ⷤ搏姛ㄭᾏ ↚䶰✽ⅰㆄ朚⭚處Ӂ⁉䉉䚮㻊军䖕帰虇棭䉉䖕帰军䚮 㻊Ҹӂ憨↚ⅰㆄ汣䖍―㞮ⷤ搏姛ⴱ㏅㏏怺埤ᾥ䛛䠓 㾀⏊䖕孲虇ㄭ军ᾜ㝆␄㜿䚱♐㢜⑨虇ⴱ㏅㻊⎉乍ヸ
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BRANDED CONTENT
store chain CEO Daniel Chong and his philosophy of “Live Simple”. The other key opinion leaders included Erwin Huang, a serial entrepreneur and leader in the social enterprise e-learning field; celebrity designer SK Lam, who is the driving force behind local creative studio AllRightsReserved; B.Duck founder and Semk Products’ managing director Eddie Hui; Christine Ma-Lau, who founded a children’s learning centre called Junior Excellent Members of Society and is the eldest daughter of MTR Corporation chairman Frederick Ma; and Rubio Chan and Jamie Cheung, who started North Korea tour organiser GLO Travel. This style of storytelling was a way to help customers connect to the human side of the DBS brand and also build loyalty. The feedback was immediate and overwhelmingly positive, with many fans complimenting the content as well as the style of the videos. A new video was released every week and they were hosted on a microsite, which was updated to highlight the new content with links to a range of banking products that best suited the content of each video, thus creating a complete and joyful end-to-end user experience. In “Sparks”, DBS’ industry-first and longest running mini-series by a bank about banking and bankers, DBS’ commitment of “Making Banking Joyful” and helping customers “Live more, bank less” is captured through the lives of a group of dynamic young DBS bankers as they challenge the status quo to go above and beyond when solving customers’ challenges. The mini-series is inspired by true stories of DBS customers, with the first three episodes
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garnering more than 12 million views. The miniseries can be viewed at www.dbs.com/sparks as well as on Facebook and YouTube. To extend the customer journey beyond branding, and connect potential customers with related DBS banking solutions, DBS’ two iconic characters Xing and Jaan were leveraged in an engaging “Sparkies” web-comic. “Sparkies” employed a soft-sell approach to promote various DBS products and services and reinforce how DBS can help people achieve their goals. Altogether, the number of video views grew 27% year-on-year, while the number of shares rose 30% between March and July 2016. Year-on-year, social media reach jumped 96% and DBS Hong Kong has maintained the top spot in terms of social buzz share-ofvoice since February 2016. Overall, brand consideration improved 9% and brand usage was up 8% in the first half of 2016 compared with the second half of 2015. Glendy Chu, head of group strategic marketing and communications at DBS Bank (Hong Kong), said: “As DBS Hong Kong continues to embrace innovation and digital banking, our branding and marketing strategy reflects this creativity in sparking conversations and meaningful experiences. “Sparks is one of the ways we are disrupting the industry with digitally oriented content marketing. Sparks speaks to our customers in a relatable manner, and captures that sense of mission, of being easy to deal with and of being trustworthy, that characterises the way DBS works.”
╙䖕㊂⁉䚮Ҹ䉉䖍憨ᾏ䶰✽ⅰㆄ虇㞮ⷤ搏姛媌⃫― ᾏ亊⎦䏖虇ⷤ䫉⋼⃜杫攄㊞嬚榧娥䠓↚⁉䚮㻊╙ ⌅⚁ⴇ厖䍀㉔Ҹ欥扷䏖岪慿―⏜ᾏ䚿䠍帷姛㛎俌婐 唙⇘ㅯ䠓㛔‚╙⌅ӁLive Simpleӂ⚁ⴇ䖕ㆄҸ⌅Ὴ 嬐杫攄㊞嬚榧娥⒔㑻䯜㬄㔷⑤梊ⳟⴇ兡䠓ₐ㫼ⵅ╙ ⋗姛冔灒⹂㷇ҷ㢻⢿␄㊞⋻▇AllRightsReserved䠓 ㄛ卲▜宼宗⾺㤦㯈旺ҷB.Duck␄愵⁉╙Semk Products嗲‚俌伢䖕寀⪞㤦ҷ␄愵⋡䱴ⴇ兡ᾼㅒ Kunior Excellent Members of Society䠓㾾旄Ὴ⾼欻 㟑‷朆⬂欻棁㞝ҷ⁴╙␄愵⒦楢㝔姛⢧GLO Travel 䠓Rubio Chan╙Jamie CheungҸ 憨䮽岪㛔‚樷㧋ⷤ䖍⎉㞮ⷤ搏姛⁉ㆶ⒥ᾏ棱虇ㄭ 军厖ⴱ㏅䚱䚮⌀溃虇ℎ↠♐䏛ら䱚ㅯ尯〵Ҹ㜃 ↚♐䏛㻊⑤卹㔷⎉⁴ℕ虇⪥朢╜㍘䍀䉗虇ㄗ⪩丘企 䏖䠓⋶ⵈ╙樷㧋‗⁴崩幭Ҹ搏姛㵞㞮㢮䠋⾒ᾏ㵄 㜿䏖虇ᾙ悘厂㻊⑤佁䱨Ҹ封佁䱨㟑㢃㜿㢏㜿⋶ ⵈ虇㕟K厖㵞㵄䏖⋶ⵈㇾㇾ䢇杫䠓搏姛䚱♐㢜 ⑨佁䱨憲仟虇䍮憯⎉ᾏ↚ⴛ㜃军㢘弲䠓䱾䱾䚷㏅ 汣毦Ҹ ҿSparks佊㛍乍ヸӀㄽ梊亊⎦岪慿―搏姛╙ 搏姛ⵅ䠓㛔‚虇㞾搏姛㫼䛛欥␄ҷ㘼㞯㟑朢㢏朆䠓ㄽ 梊亊⎦Ҹ憞懝岪慿ᾏ儳⋔䂎㻊䠓〃悤㞮ⷤ搏姛 ⵅ⁴弔弙䖍䑏䠓㝈ゞ⿺ⴱ㏅孲㸉⛞槛虇汣䖍㞮ⷤ 搏姛厃Ӂ㏢憯㊘ㅺ搏姛汣毦ӂ虇崢ⴱ㏅Ӂ䉉䚮㻊军 䖕帰虇棭䉉䖕帰军䚮㻊ӂ䠓㐎岍Ҹ封ㄽ梊亊⎦䠓棗 ㊮ℕ卹㞮ⷤⴱ㏅䠓䢮㛔‚虇⏜ᾘ桕撓ㄦ弔懝1,200 喻㲰䆞孌捞Ҹ 封ㄽ梊亊⎦╾憞懝www.dbs.com/sparks佁 䱨ҷ⁴╙Facebook╙YouTube㛅䢚Ҹ 䉉ゅ倛ⴱ㏅汣毦虇憞懝䢇杫搏姛㢜⑨凾俺䃪 ⢷ⴱ㏅虇㞮ⷤ搏姛␄憯―⋸⃜㢘弲䠓ҿSparkiesӀ佁 仰䂺䛺Ὴ孡ӁXingӂ☛ӁJaanӂ虇㔰䚷恮摆㝈㹤ℕ㔷 ひ㞮ⷤ搏姛▓槭䚱♐╙㢜⑨虇テ屎㞮ⷤ搏姛⬑⃤ 䉉⪶䣍䖍䖕㊂Ҹ ᾏ亊⎦䏖䠓孏䢚㲰㜇⌀撓ㄦ▛㵣⨭朆27虀虇 军2016〃 3㢗厂7㢗㢮朢䠓⎕›㲰㜇㢃⨭朆―30虀Ҹ 厖ᾙ〃▛㢮䢇㵣虇䫍″Ⱑ汣㔴宇棱㚃⪶―96虀虇军㞮 ⷤ搏姛欨㾾卹2016〃 2㢗⁴ℕᾏ䢃䯸⃣䫍″Ⱑ汣尀 槛㬫欥⃜Ҹ㜃汣军宏虇厖2015〃ᾚⓙ〃䢇㵣虇2016〃 ᾙⓙ〃䠓♐䏛庋幆㊞槧ᾙⓖ―9虀虇♐䏛ℎ䚷捞ᾙⓖ ―8虀Ҹ 㞮ⷤ搏姛)欨㾾*㢘柟⋻▇⦆姛嗲‚⌋桕⢧㔷ひ 䳥䛴厖≂宙扷俌䡲㣀ₙ噽姷䫉處Ӂ㞮ⷤ搏姛欨㾾ᾏ 䢃㚾㒐␄㜿╙㜇䩋搏姛㢜⑨虇㎠↠䠓♐䏛╙⾑⧃㔷 ひ䳥䛴憞懝⛮䠋尀╙㢘㊞儸䠓汣毦≂懣⎉憨↚䖕 ㆄҸӃSparksӄ㞾㎠↠⁴㜇䩋⋶ⵈ䍮摆槪嬕姛㫼䠓㝈 ゞῚᾏ虇ӃSparksӄ厖㎠↠䠓ⴱ㏅懁姛䢃㔴䢇杫䠓 尀虇⁴䶰✽╾棯䠓㝈ゞ汣䖍―䜅ᾼ䠓ℎ☌㊮虇憨ⷀ 㞾㞮ⷤ搏姛⽴⃫䠓㝈ゞҸӂ
NOVE MB E R 2 016 MARK E TING HON G KON G 49
PR AWARDS 2016
Best Use of Budget
GOLD
Best PR Campaign – Health and Beauty
GOLD
Best PR Event
GOLD
Qianhai International Liaison Services
P&G Braun
Melco Crown Entertainment
Campaign Promotion of Qianhai Shenzhen-Hong Kong Modern Services Cooperation Zone (Qianhai) in HK Brand Qianhai Agency Mazarine Asia Pacific
Campaign Share the Shave Brand Braun Agency Ketchum
Campaign The Audition Brand Studio City Agencies FleishmanHillard, Strategic Public Relations Group
SILVER
SILVER
SILVER
Regina Miracle
Pfizer Hong Kong
Magnetic Asia
Campaign Ready for Sport: Regina Miracle Bounces into the Athleisure Market Agency Sinclair Communications
Campaign Centrum Nagging Mum Brand Centrum
Campaign Winning over locals for Clockenflap, one of Asia’s largest outdoor festival Brand Clockenflap 2015 Agency WE Communications
BRONZE
BRONZE
BRONZE
Watsons Hong Kong
Bayer HealthCare
Link Asset Management
Campaign watsons glam by STEAM Agency rsvp communications
Campaign Empowering the Elderly to Save Lives. Elderly Ambassadors Equipped to Tackle Atrial Fibrillation Brand Xarelto Agency Mind Resource Ogilvy
Campaign PAWS by the Sea 2016
5 0 M AR K ET I N G H O N G K O N G NOVEMBER 201 6
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PR AWARDS 2016
Best PR Campaign – Retail
GOLD Vinda Paper Industrial (HK) Company Campaign Vinda Paper Wedding Gown Catwalk Show Brand Vinda Agency rsvp communications
SILVER
Best PR Idea
GOLD
Best PR-Led Integrated Communications
GOLD
Procter & Gamble
DBS Bank (Hong Kong)
Campaign #DreamAgain Global Movement Brand SK-II Agency Flare Communications Group
Campaign Live more, bank less Brand DBS Bank Agency FLIP Social
SILVER
SILVER
D • Park
Lenovo Hong Kong
Taste of Hong Kong
Campaign Birth of The World’s 1st Multiple Intelligence Kids Mall Agency Strategic Public Relations Group
Campaign Lenovo x Food Angel: The Love of Food, The Food of Love Brand Lenovo Agency Edelman Hong Kong
Campaign Taste of Hong Kong: Launching Hong Kong’s first premium restaurant festival Agency Sinclair Communications
BRONZE
BRONZE
BRONZE
Sun Hung Kai Real Estate Agency
Melco Crown Entertainment
Mead Johnson Nutrition
Campaign wtc more Kissmas 2015 Brand wtc more Agency Boxing Promotions
Campaign The Audition Brand Studio City Agencies FleishmanHillard, Strategic Public Relations Group
Campaign VITAL STEP Agency Ogilvy Public Relations Hong Kong
5 2 M AR K ET I N G H O N G K O N G NOVEMBER 201 6
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PR AWARDS 2016
Best PR Campaign – Corporate Social Responsibility
GOLD
Best Engagement – Mass Community
Best PR Campaign – Public Services
GOLD
GOLD
Lenovo Hong Kong
Mikiki
WWF
Campaign Lenovo x Food Angel: The Love of Food, The Food of Love Brand Lenovo Agency Edelman Hong Kong
Campaign Mikiki Pika Fever Agency Wasabi Creation
Campaign WWF – The Last Word Agency Ogilvy Public Relations Hong Kong
SILVER A.S. Watson Group Campaign Project LOL
SILVER
SILVER DBS Bank (Hong Kong)
Orbis
Campaign DBS Sparks Brand DBS Bank Agency Muse
Campaign Orbis World Sight Day Agency rsvp communications
SILVER Mead Johnson Nutrition Campaign VITAL STEP Agency Ogilvy Public Relations Hong Kong
BRONZE BRONZE Hong Kong Jockey Club Campaign Jockey Club RHT Festival
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Link Asset Management Campaign Cheers Express
BRONZE United Nations High Commissioner for Refugees Campaign It Starts With Us Agency Edelman Hong Kong
NOVE MB E R 2 016 MARK E TING HON G KON G 5 3
PR AWARDS 2016
Best Use of Content
GOLD
Best Use of Digital
Best Use of Social Media
GOLD
GOLD
Mead Johnson Nutrition
Procter & Gamble
Procter & Gamble
Campaign VITAL STEP Agency Ogilvy Public Relations Hong Kong
Campaign #DreamAgain Global Movement Brand: SK-II Agency Flare Communications Group
Campaign #DreamAgain Global Movement Brand: SK-II Agency Flare Communications Group
SILVER
SILVER
SILVER
OtterBox
A.S. Watson Group
Columbia Sportswear
Campaign Drop the Stress Agency Ogilvy Public Relations Hong Kong
Campaign WeSmile
Campaign Columbia Raining Man Agency The Bridge Agency
BRONZE Melco Crown Entertainment Campaign The Audition Brand Studio City Agencies FleishmanHillard, Strategic Public Relations Group
5 4 M A R K ET I N G H O N G K O NG NOV EMBER 201 6
BRONZE United Nations High Commissioner for Refugees
BRONZE Hong Kong Airlines Campaign Hong Kong Airlines Kumamoto Route Launch
Campaign It Starts With Us Agency Edelman Hong Kong
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PR AWARDS 2016
Best PR Campaign – Consumer
GOLD
Global PR Campaign
GOLD
Most Effective PR Campaign
GOLD
Melco Crown Entertainment
William Reed Business Media
Brilliant Top
Campaign The Audition Brand Studio City Agencies FleishmanHillard, Strategic Public Relations Group
Campaign Asia’s 50 Best Restaurants Brand Asia’s 50 Best Restaurants Agency CatchOn & Company
Campaign Boutir Collect Delivers Virtual Guide through Hong Kong’s Lunar New Year Fair Brand Boutir Agency Across Asia Strategy (HK)
SILVER Singapore Tourism Board Campaign Your Singapore Summer Agency Sinclair Communications
BRONZE
SILVER
SILVER
Asia’s Next Top Model – Fox Networks Group
Event Horizon Hong Kong with British Council
Campaign Proving the Power of Social Media Brand Asia’s Next Top Model Agency Text100 Hong Kong
Campaign Event Horizon – Introducing Hong Kong’s most extensive public art project Brand Event Horizon Hong Kong Agency Sinclair Communications
BRONZE
BRONZE
Carlsberg
VistaJet International
Ngong Ping 360
Campaign Somersby #thatweekendfeeling Brand Somersby Cider Agency Ogilvy Public Relations Hong Kong
Campaign VistaJet Think Global Asia Tour 2016 Brand VistaJet
Campaign NP360 x Ip Man 3
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NOVE MB E R 2 016 MARK E TING HONG KON G 5 5
PR AWARDS 2016
BEST OF SHOW – AGENCY
STRATEGIC PUBLIC RELATIONS GROUP
Strategic Public Relations Group took the cake for the most-awarded agency at Marketing’s annual PR Awards in Hong Kong. The agency bagged Best of Show – Agency with seven gold, three silver and six bronze. Most of the prizes were awarded for the agency’s commendable work on Studio City’s grand opening campaign, and various campaigns with Google China, Lee Tung Avenue and D · Park. The title came after the agency showcased a well-rounded communications strategy by tapping into both online and offline channels for multiple PR touch-points. For Studio City’s grand opening campaign, which was also crowned Studio City the title Best of Show – Brand, marketing efforts included press events that featured film reel canisters, film-set staging and film studio lighting, and the sharing of selfies by the legendary cast of The Audition on social media. The campaign earned global coverage in top print titles, mainstream broadcast channels and online for a total editorial value of US$35 million. On the social media front, engagement reached more than 33 million impressions, a 16.5% increase since the launch, and more than 50,000 active discussions. Similarly, the agency adopted a 360-degree media, event and KOL strategy in D · Park’s rebranding campaign. 5 6 M A R K ET I N G H O N G K O N G NOV EMBER 201 6
Influencers were invited to join consumer events or to take trial parenting courses, which generated organic online posts to show how the mall could serve as a hub for families. The campaign for Google DeepMind Challenge Match: Lee Sedol vs AlphaGo, demonstrated the agency’s ability to integrate social media with traditional media. Using social media as a discussion engine, the agency first attracted eyeballs with live streaming, Weibo hashtags, and press release distributions on WeChat. Then, the agency pitched influencers to drive discussions further on how artificial intelligence can ultimately benefit the whole of humanity. Nationwide coverage raised awareness of Google, especially among the younger generations. In the Lee Tung Avenue launch, the agency engaged visitors with interactive events such as a Chinese New Year parade and a Shakespearean play. The venue was transformed into a weekend market with tasty treats offered free of charge. Furthermore, collaborations with the Hong Kong Rugby Sevens on the first-ever outdoor live broadcast, and with Hoegaarden for a celebratory beer festival, all helped to put Lee Tung Avenue under constant discussion. SPRG generated coverage in almost 700 media, both local and international.
ⓙ⍭ፊᐩ⚆ᝓ❁᫆ṇ‼)SPRG)ᑯᠥᆃMarketingᆄ 〃〵ⓢ弙⋻杫⪶䓝䠓⪶庞ⵅҸ 封⋻▇⌀庞ㄦᾒ捠ҷᾘ搏ҷ⋼搔虇⌅䳥␒䠓䅂朏 㜿䅯䁨䡪⪶朚⌇䬽虇⁴╙䉉Google Chinaҷ⎸ 㤀姦╙㊘㟾㜿⥝媌⃫䠓▓槭ⴲ≂㻊⑤虇⣖庞ㄦ⪩↚ 䓝榔Ҹ 封⋻▇✓䚷佩ᾙ╙佩ᾚ㾯懢虇⃫䉉⪩㝈棱䠓⋻杫 㔴宇灭虇ⷤ䫉⋷棱䠓䀬憩䳥䛴虇䔁䓝䠓䩉厂▜㴇Ҹ 䅂朏㜿䅯䁨䡪⪶朚⌇䬽▛㟑‵䉉䅂朏㜿䅯 䁨庞ㄦӁ㢏ℂ姷䖍⪶䓝ʟ♐䏛ӂ虇⌅ⴲ≂㝈ゞ⒔ 㑻㔰䚷梊〤䏖⃫⃗㟾Ὴ槛ҷ梊厭╿⃗僽╙㩩 䍗⋘䠓㜿凭䠋⾒㢒虇▛㟑⢷䫍″Ⱑ汣ᾙ⎕›捜捞亩 㞝㞮䠓卹㑜䋶Ҹ封㻊⑤㎟䉉⋷䖒▓⪶㜿凭⧀䱯ҷῊ㻐 ひ㘼槊懢╙佁ᾙⰡ汣䠓榼㨬虇庞ㄦ䠓俌㜿凭⊈⇋䉉 3,500喻儝⋒Ҹ⢷䫍″Ⱑ汣㝈棱虇撓ㄦ弔懝3,300喻 㲰䆞孌虇卹㔷⎉⁴ℕ⨭朆16.5虀虇◇イ50,000⪩㨬 㻊怜宝履Ҹ ▛㮲⢿虇封⋻▇⢷㊘㟾㜿⥝♐䏛捜⧠㻊⑤ᾼ虇㔰 䚷―⋷㝈⃜Ⱑ汣ҷ㻊⑤╙䫍″五⁉䳥䛴虇戏屚䫍″▜ ⁉↠╒厖㼗幊冔㻊⑤㎥剁⋡汣毦屁䮚虇⁴槾䫉⛕ ⧃ⵅ〼䠓捜嬥虇ℎῚ㎟䉉佁ᾙ䍀尀Ҹ 军⢷Google DeepMind㒠㎿庌處Lee Sedol vs AlphaGo㻊⑤ᾼ虇ⷤ䫉封⋻▇仟▗䫍″Ⱑ汣厖≂伀 Ⱑ汣㝈棱䠓劌Ҹℎ䚷䫍″Ⱑ汣⃫䉉宝履Ⓩ虇封⋻▇ 欥⋗憞懝䖍⧃䢃㘼ҷㄽⓩ㮨䷳ҷ⁴╙⢷ㄽⅰ䠋⾒㜿凭 䯎ℕ◇イ孏䣍㹷㊞Ҹ 样ㄛ虇封⋻▇戏屚䫍″▜⁉懁ᾏ㳴㔱宝⁉⽴㠉 劌ⶖ㢏 仑⬑⃤⁉ 槭 ╦䡙虇⋷⢚ㆶ䠓⧀㕟 ⓖ― Google䠓䥴▜〵虇ⶳ⌅⢷〃悤ᾏⷳ棱Ҹ 军⢷⎸㤀姦䠓朚㻊⑤ᾼ虇封⋻▇憞懝‡⑤㻊 ⑤虇⬑慁㡕㜿〃⽰懙╙唝⩺㵣尀␖ℕ◇イ懙ⴱ虇 ⶖ⧃⢿㛈憯㎟䉉ᾏ↚◷㢺⾑⧃虇㕟K⋜幊儝橮Ҹ 㳳⪥虇SPRG╗厖欨㾾⢚株ᾒ⁉㲥䖒庌▗⃫厘姛 欥㲰㏅⪥䢃㘼虇╗厖Hoegaardenᾏ▛㌅䫬⛳拡䵏虇 ◇イ⢿Ⓩ╙㢻⢿慠700↚Ⱑ汣⧀虇ℎ㻊⑤㎟䉉⥝ᾼ 䍀尀Ҹ
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PR AWARDS 2016
BRINGS
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PR AWARDS 2016
BEST OF SHOW – BRAND
STUDIO CITY MACAU
Studio City Macau has once again taken home the coveted title of Best of Show – Brand at Marketing’s annual PR Awards in Hong Kong. The hotel and casino resort grabbed four golds at the awards for Best Launch/Relaunch, Best PR Campaign – Consumer, Best PR Event and Best Promotional Campaign; one silver for Best PR Campaign – Lifestyle; and two bronze for Best PR Idea and Best Use of Content. The campaign for Studio City’s grand opening was aimed at creating a “talk-of-thetown” opening event that distinguished itself from other casinos. Its high-profile launch was joined by A-list Hollywood stars Leonardo DiCaprio, Robert De Niro and Martin Scorsese, who appeared in the short film dubbed The Audition, themed around Studio City. The world premiere on the night became a highlight of the grand opening, and the commercial was thought to have been the most expensive ad ever made at US$77 million. With all the excitement it created, the biggest challenge was to make sure that Studio City was not overshadowed even with all the heavyweight Hollywood stars. 5 8 M A R K ET I N G H O N G K O N G NOVEMBER 201 6
Studio City did so by creating an even louder noise on every sector, which included a tailormade Broadway performance, live broadcast of the show on all screens across Melco Crown Properties, and a massive VIP gala dinner with multi-Michelin star chefs. The launch attracted many broadcast channels and print titles such as Bloomberg TV, CNN, Financial Times, The Wall Street Journal and The New York Times. An editorial value of US$35 million was recorded. Social media engagement reached an alltime high, with more than 33 million impressions, a 16.5% increase since the launch, and more than 50,000 active discussions. Most importantly, the occupancy rate of Studio City Hotels reached 99% in the first three months and was projected at 95% for 2016. Visitor numbers have reached over four million visitors since the launch and that number continues to increase. While audiences today have seen a multitude of celebrity performances, fireworks, and Cirque-style acts, creating an impressive show is no easy task. Studio City Macau nailed the challenge and we can expect bigger things to come.
⎂᜴ỉ⒓⇝䠒ᐪᑿᝣ⁊ᆃMarketingᆄᑧឯᗵḏፊ⚆ ⪶䓝Ӂ㢏ℂ姷䖍⪶䓝ʟ♐䏛ӂ㴙㬽Ҹ 封拡〦╙幼⧃〵⇖㣠⎕⎴⢷㢏ℂ䠋⾒虊捜㜿䠋 ⾒㻊⑤ҷ㢏ℂ⋻杫ⴲ≂榔䡽ʟ㼗幊冔ҷ㢏ℂ⋻杫㻊 ⑤╙㢏ℂⴲ≂㻊⑤⡪↚仓⎴⫹⡪↚捠䓝虖⢷㢏ℂ ⋻杫ⴲ≂榔䡽ʟ㟑ⶩ䚮㻊仓⎴⫹ㄦ搏䓝虇⁴╙⢷ 㢏ℂ⋻杫㬑ㆄ╙㢏ℂ⋶ⵈ懚䚷仓⎴⎕⎴⫹ㄦ⋸↚ 搔䓝Ҹ 䅂朏㜿䅯䁨䡪⪶朚⌇䬽㝷㎟䉉Ӂ⥝ᾼ䍀尀ӂ 䠓㻊⑤虇ㄭ军⢷呇呇幼⧃ᾼ劺䯝军⎉Ҹ ⌅汧屎䠓䠋⾒㢒戏屚⎿⪩⃜唆捛㻊捜捞亩▜⁉ 柲虇⒔㑻捛ⴘ亜〵䑓⓰㵣⫶ҷ儔㑣慹ⷋ彾╙欻䚿▁ 汧嬎㜾虇ᾘ⃜⽷㞮ᾏ▛╒䂣⁴㜿䅯䁨䉉㛔‚Ὴ槛 䠓ⴲ≂ㄽ梊ҿ戇孡樷梁Ӏ虇欥㞯䬽㢃㎟䉉䜅㟩朚 䡪⌇䠓捜榼㏁Ҹ封ⴲ≂䏖㜴幖7,700喻儝⋒媌⃫虇埮 䯀▁ᾙ㢏㞑幃䠓ひ◙Ҹ ㎟㔏弆尀槛ㄛ虇㜿䅯䁨棱䠓㢏⪶㒠㎿虇! ⷀ䩉Ⅼ樷榼ᾜ㢒娺唆捛㻊⽷㞮噚懝Ҹ 㜿䅯䁨⡯㳳⢷▓㝈棱䉉卹⾀媌憯㢃⪶䠓刁 ⑱虇⒔㑻⢷㜿䅯ⓩ㝦ᾚ㏏㢘䏸㫼。╿䢃㘼〵怺宑 憯䠓䠍冐Ⓘ姷䂣ҷ䛀榑亩丂听噽⪶どῊ䖕䠓䡪⪶ WJQ㟩ⵃҸ 憨㲰朚䬽庞ㄦ⋷䖒3,500喻儝⋒䠓Ⱑ汣㛅䡙虇 ーⓩ梊嬥╿╙儝⢚㢘佩梊嬥㜿凭佁䳘ひ㘼。╿虇⁴ ╙ҿ捠夜㟑⧀Ӏҷҿ啾䏍姦㝴⧀Ӏ╙ҿ亟亓㟑⧀Ӏ䳘亨 Ⱑ⣖䎼䢇⧀Ҹ 封㻊⑤‵⢷䫍 ″。╿ᾙ㔏 弆䍀尀虇撓ㄦ弔 懝 3,300喻㲰䆞孌虇卹㔷⎉⁴ℕ⨭朆16.5虀虇◇イ 50,000⪩㨬㻊怜宝履Ҹ 军㢏 捜 嬐䠓㞾虇䅂朏㜿䅯 䁨朚㫼欥ᾘ↚㢗 䠓⋴⃞䔖汧懣 99虀虇军䜅㟑榟宗 2016〃⋴⃞䔖㞾 95虀Ҹ卹朚⁴ℕ虇⃞ⴱ⁉㜇弔懝⡪䠍喻虇㜇䡽‵㳲 ᾜ㝆ᾙⓖҸ 䖍㟑䠓孏䣍▜⁉姷䂣ҷ䋨呀ҷ欻㏁⢧ゞ桫㐏姷 䂣伢⾁嬚ㆹᾜㆹ虇嬐㏢憯⁉䛨ᾚ㾀⏊⓿巰䠓䂣⎉ 棭ᾏ₅ⵈ㞢䠓₊⑨Ҹ䅂朏㜿䅯䁨㎟䰐䧃㒠㎿虇⌅ 㢹ℕ䠓⑤■⇋ㄦイ槇⁴ㄔҸ
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