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SPH wins prestigious INMA award for integrated marketing campaign

Singapore, 11 May 2010 – Singapore Press Holdings (SPH) has won an award from the International Newsmedia Marketing Association (INMA) for an integrated marketing solution for its client Tiger Beer.

At the prestigious INMA Awards 2010, SPH took the third place in the Marketing Solutions for Advertising Clients (for circulation over 300,000) category for the “Tiger Beer – Enjoy Winning” campaign. SPH’s win was the only one from a Southeast Asian country.

SPH's Strategic Marketing Department, which was set-up in 2008 to identify and harness new opportunities that arise as businesses seek to maximise returns on their marketing dollars, together with the newspaper [display], online, radio, and outdoor sales teams, jointly executed this integrated campaign across multiple media platforms.

The Tiger Beer ads were found in The Straits Times, Lianhe Zaobao, my paper, Lianhe Wanbao and Shin Min Daily News, where they stood out for the use of creative buys including eye-catching L-shaped and T-shaped variants. There were also targeted video commercials that were seeded online with call-to-action links on AsiaOne, and Business Times online, as well as streaming these on SPH MediaBoxOffice's (SPHMBO) network of outdoor digital screens.

The campaign, which went beyond Tiger Beer's traditional advertising channels, delivered incremental audience for them and contributed to brand interactivity with their primary target segment, as interested consumers were compelled to visit the Tiger Beer website to view the 'London' and 'New York' commercials. Many also viralled the website link to their friends for a chance to win a trip to London, courtesy of Tiger Beer.

Such integrated marketing campaigns are part of the efforts by SPH to add value to advertisers by offering them a seamless all-in-one multi-platform communications solution. As Singapore's largest media group, SPH is able to deliver a holistic campaign by according clients a variety of media options that complement each other, such as through adding interactive elements via online ads to complement the print ads.

Mr Geoff Tan, Senior Vice-President and Head, Strategic Marketing of SPH’s Marketing Division, said: “Our teams worked closely with Tiger Beer and their media agency Mindshare to customise an interactive and integrated marketing solution for the brand. Their key message was creatively and effectively communicated to their target audience across multiple touch-points via SPH's print, online and outdoor media properties."

"We enjoyed working with Tiger Beer and Mindshare on this campaign and are pleased that the partnership has been a success for everyone. This award is the result of effective communication among all three parties - media owner, agency and the client."

Mr Michael Chin, General Manager of Asia Pacific Breweries Singapore (APBS), said: "Tiger’s win at the prestigious INMA awards is a testament to the effective use of innovative and engaging media solutions for this campaign.  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 International Newsmedia Marketing Association (INMA), with nearly 3,000 members in more than 80 countries, is the world’s leading provider of global best practices and marketing ideas for newsmedia companies.

The results of the INMA Awards 2010 were announced at the annual INMA World Congress’ closing awards dinner on 28 April in New York. In the same category as SPH's win was the Metro from Warsaw, Poland in first place and in second place was India’s Dainik Bhaskar.

The 75-year-old INMA Awards 2010 competition generated 533 entries from 137 newspapers in 28 countries. Judging was conducted via the internet by 23 judges worldwide. Judges included executives from media companies, product manufacturers, and consulting firms worldwide. Judges selected award recipients in 10 categories in three circulation groups: under 75,000, 75,000-300,000, and over 300,000. Judging was based on concept, creativity, copy/graphic design, production, and overall effectiveness, as well as results.

“Impact campaigns, high awareness, and clear return-on-investment were the hallmarks of this year's award-winners,” said Mr Earl J. Wilkinson, executive director and CEO of INMA. “Marketing geared toward growing audience, advertising, and brand across platforms clearly stood out among this year's award-winning entries.”

Issued by Singapore Press Holdings Ltd
Co. Regn. No. 198402868E

For more information or for high resolution visuals of the campaign, please contact:

Ms Chin Soo Fang
Corporate Communications
Singapore Press Holdings Limited
DID: 6319 1872

Adrian Cheong
Corporate Communications
Singapore Press Holdings Limited
DID: 6319 2261
HP: 9798 6097

Winston Ho
Senior Marketing Manager
Strategic Marketing Department

Marketing Division
Singapore Press Holdings Limited
DID: 6319 1641

About Singapore Press Holdings Ltd

Incorporated in 1984, main board-listed Singapore Press Holdings Ltd (SPH) celebrated its 25th anniversary in 2009. It is Southeast Asia’s leading media organisation, engaging minds and enriching lives across multiple languages and platforms.

Newspapers and Magazines
In Singapore, SPH publishes 17 newspaper titles in four languages. Every day, 3 million individuals or 79 per cent of people above 15 years old, read one of SPH's news publications. SPH also publishes and produces more than 100 magazine titles in Singapore and the region, covering a broad range of interests from lifestyle to information technology.

Internet and Mobile
Beyond print, the Internet editions of SPH newspapers enjoy over 225 million pageviews with 14 million unique visitors every month. Apart from SPH AsiaOne portal, SPH's online and new media initiatives include an online marketplace for products, services and employment, ST701; local search and directory engine,; Stomp (Straits Times Online Mobile Print), a portal that connects, engages and interacts with readers on the Web and via mobile phone messaging;, a bilingual news and interactive portal and The Straits Times RazorTV, a free access interactive webcast service offering live chat shows and video-on-demand clips.

SPH has a 20 per cent stake in MediaCorp TV Holdings Pte Ltd, which operates free-to-air channels 5, 8, U and TV Mobile, and a 40 per cent stake in MediaCorp Press Limited, which publishes the free newspaper, Today. In the radio business, SPH has an 80 per cent stake in SPH UnionWorks Pte Ltd, which operates entertainment stations Radio 100.3 in Mandarin and 91.3FM in English.

Outdoor Advertising
In addition, SPH has ventured into out-of-home (OOH) advertising through its wholly-owned subsidiary, SPH MediaBoxOffice Pte Ltd, Singapore’s largest outdoor motion display advertising network media company.

SPH owns and manages Paragon, the prime retail and office complex in the heart of Orchard Road, Singapore's main shopping belt. SPH's wholly-owned subsidiary, Times Development Pte Ltd, is also developing a 43-storey upmarket residential condominium, Sky@eleven, at Thomson Road.