MR readies Hong Kong launch

MRRM MD Mabel Leung explained that the first ‘evolution issue’ will continue to target 25-40 year-old trendy, affluent male yuppies. “We believe our readers have evolved psychologically over five years,” she said. “With our early editions of Men’s Uno, our content was more Greater China focused, as it is very common for Hong Kong residents to go to China for business.” 

“With the new MR Magazine, we are trying to break down the geographical barrier with the marketing tagline ‘In Search of Better MR’, as our readers have more sophisticated and moved on in life, and they are not into impulse shopping.”

Leung added that the editorial remained the same. The debut issue features high-end advertisers like Cartier, Sony Ericsson, Lane Crawford, LAB Series and Vacheron Constantin, among others with special creative executions. MRRM has launched print and OOH campaigns, which are running across Apple Daily, MTR, and outdoor bus shelters.