Hello Hainan series about ‘experiential travel’ in Chinese province named Native Advertising Campaign of the Year

Morning StudioSouth China Morning Post’s dedicated creative content arm for brands – was among the winners at the 2020 The Drum Online Media Awards, which recognises original, dynamic, thought-provoking worldwide content and commercial solutions.

It claimed the top award in the Native Advertising Campaign of the Year category for its seven-part Hello Hainan campaign, produced in partnership with China’s Department of Tourism, Culture, Radio, Television and Sports of Hainan Province.

The province dubbed “China’s Hawaii”, which has granted visa-free access to 59 countries,  was keen to promote itself as a leisure and business travel destination for Hongkongers and other holidaymakers.

Morning Studio’s campaign, focused on the “experiential travel” offerings found in and around its main cities, included stories with headlines such as “5 off-the-beaten-track experiences for Hainan first-timers”, “Why visitors don’t want to leave holiday haven” and “Insiders guide to delights of historic Haikou“.

Judges described the campaign as “useful, informative and interesting” and praised its “excellent balance of serving the user and the advertiser” and “great design and native content you would want to consume”. Learn more about the campaign.

The series used a social-first approach through the creation of a range of engaging and dynamic viral content, which targeted a variety of different audiences, including families, business and leisure travellers, and the influential, social-media-savvy demographic known as Generation Z.

All of the content was housed in one content hub, where users were able to explore the highlighted activities available in Hainan.

Three other Morning Studio campaigns – Racing through Singapore,  in partnership with Singapore Grand Prix, Flying High, Linking Lives, for Qantas Airways and Uncover Art Macao, for Macao Government Tourism Office – were also finalists in the same category.

This year’s winners of The Drum Online Media Awards, which also included Sky News, Bloomberg, The Guardian, Channel 4 News and Al Jazeera, were chosen from a shortlist of nominees selected by a panel of judges from across the industry and announced online on May 13.

The annual awards gala, normally held in London, was cancelled because of the Covid-19 pandemic.

To see all of the award winners and further information about the Drum Online Media Awards, visit here.

 

About The Drum

The Drum is Europe’s largest media and marketing website and the fastest growing in the US and APAC. The Drum Online Media Awards identify the cleverest, boldest and most original purveyors of news and views from around the world.  From politics to sport, finance to film, the aim is to find the best application of talent and technology online. Large and small. Corporations and individuals.

 

About South China Morning Post

The South China Morning Post is a leading global news company that has reported on China and Asia for more than a century. Founded in 1903, SCMP is headquartered in Hong Kong, where it is the city’s newspaper of record, with a growing correspondent staff across Asia and the United States. SCMP’s vision is to “Elevate Thought” and our mission is to “Lead the global conversation about China”. Additionally, SCMP publishes a portfolio of premium lifestyle and fashion titles in Hong Kong including Cosmopolitan, ELLE, Esquire and, Harper’s BAZAAR. SCMP is also home to Abacus, a digital news brand focused on China’s tech industry; Inkstone, a daily news brief for those curious about China’s growing impact around the world; and Goldthread, a content platform with a focus on food, travel and culture in China. In 2020, SCMP became the first news organisation in Asia to join the Trust Project, a consortium of top news companies developing global transparency standards for credible journalism.

 

About Morning Studio

Morning Studio is a dedicated branded content team at SCMP that is leading the evolution of marketing in the region by more strategically connecting advertisers with readers through enhanced content solutions offerings. Morning Studio combines world class branding strategists, multimedia designers, and audio/video producers with editorial experts who have a deep understanding of SCMP’s readers. Crafted with SCMP’s high editorial standards, branded content is presented with the unique voice of the particular SCMP platform on which it is featured, whether SCMP.com, Abacus, Inkstone or Goldthread. Morning Studio’s online content can be complemented by integrated offline offerings such as sponsored supplements, bespoke publications and customised events.

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