400 million people across Asia struggle to find news online from unbiased news organisations and seek legitimate and verified news on China on a daily basis.

Objectives

Build awareness in Southeast Asia (SEA) of South China Morning Post as a trusted news brand that shows both sides of a story, reports in a fair and nuanced way, and champions the plurality of voices in Asia. Highlight SCMP as an 116-year-old regional expert, our unique position (close to China and Asia) and globally-minded perspective.

Opportunity

Our insights and holistic views on China and Asia Our neutral position and balanced views versus local media Our content and stories inspire readers to think about, to discuss the issues Our intelligence and opinions can elevate the thought of those elite readers All these qualities and differentiators give us an opportunity to Address Asia in a way that matters to SEA readers.

The Idea: “The story behind the picture matters.”

Every picture can tell multiple stories depending on your point of view. With comprehensive coverage from both sides, we let our Asian readers take a look from different angles and formulate their own views and opinions on the pressing issues that matter to them.