SPH initiates an islandwide brand campaign

The campaign features a series of three advertisements that showcases SPH Magazines' key strengths with the new tagline 'Inspire. Innovate. Intrigue', supported through eye-catching creatives and headlines such as 'Size Does Matter', 'All That Glitters Is Gold' and 'Less Is Not Always More'.

Loh Yew Seng, CEO at SPH Magazines, said, "This is the first corporate advertising campaign for our publication and we want to make a bold statement with our stunning visuals and clever copy."

The campaign will run from today until March next year. The print ads will run in SPH newspapers and trade magazines, as well as SPH Magazines' key titles including Her World, Female, Men's Health, Icon and The Peak. For outdoor media, the ads will appear at various SPH buzz pods and screens from January 2011 onwards. There will also be online ads on the corporate website, www.sphmagazines.com.sg, and its product sites such as HardwareZone.com, Herworld.com and menshealth.com.sg.

SPH's Creative Services conceptualised and designed the ad campaign and worked with leading photographer Wai Teik, who shot the pictures in Beijing, China.

ECD Linda Leong said, "We wanted to communicate SPH Magazines' three key strengths - the size given that it has more than 100 titles, the many awards garnered, and the innovation behind its content, design and events. The personality of the campaign had to be modern, up-market, arty and related to fashion, since most of the magazines are about fashion and lifestyle."