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SPH UnionWorks’ 91.3FM scores two major campaigns

Singapore, 13 May 2011 - Singapore Press Holdings' (SPH) English language radio station, 91.3FM, recently scored two major campaigns by advertisers DBS Bank and Tourism Australia.

Tourism Australia

Launched at the beginning of this week was Tourism Australia's new campaign called 'There’s Nothing Like An Australian Adventure with The Married Men'. This is the second time Tourism Australia is partnering the radio station.

The campaign mainly utilises 91.3FM’s mobile entertainment technology for a live broadcast feed during the 14-day adventure trip. It invites Singaporeans to check out the different unique experiences along various self-drive routes in several Australian states.

The DJs’ experiences will also be filmed by a video crew for online voting amongst listeners via the station’s Facebook and website. Voters stand to win a trip to Australia.

Mr Brent Andersen, Manager for Tourism Australia, said: “Radio is a good platform as it makes the experiences come to life. The radio station’s listeners are the right target audience for us to promote our 'There’s Nothing Like Australia' experiences, in particularly, the Adventure ones.”

“The flexibility and can do attitude from the production team and the DJs at 91.3 FM provide us with the right platform to deliver our messages with greater impact, " Mr Andersen added.

As the radio station continues to develop towards a more viable, mobile entertainment approach with its integrated platform, advertisers can further their achievements in tactical messages and branding in an all rounded media solution.


DBS Bank

DBS Bank will launch its five week campaign this month. It will round up several 91.3FM’s celebrity radio DJs for its on-ground activation program to drive greater awareness among car owners on the benefits of DBS’ Motor Insurance product, DriveShield.

Mr Rick Vargo, Group Managing Director & Head of Bancassurance, DBS Banks, said: “Radio was an intuitive choice because it’s a medium that has proven to have good reach amongst motorists who are on the roads.”

Selected listeners will be chauffeured exclusively by the DBS Driveshield Jeep to their office and served breakfast with their favourite radio DJs. This includes morning drive-time DJs Rod and Andre from The Married Men, evening drive-time DJs Cheryl Miles and Maddy Barber from The Backseat, and Jeremy Ratnam.

Mr Vargo added: “91.3FM has a forged a strong identity with fellow drivers and car enthusiasts. It was the perfect fit for DriveShield by DBS.”

Besides its primary function in air broadcast, 91.3FM has also expanded its focus to encompass a multi-platform delivery with the on-ground activities, online interactions and mobile broadcast technology. Under its online platform, the 91.3 official Facebook page consists of daily active engagements between the radio DJs and over 31,000 fans.

The online radio stream has also seen tremendous growth since its launch in August 2010 with over 54,000 users and over 582,000 visits on its website during the month of April 2011. Its iPhone/iPad app that connects mobile users to tune in to 91.3FM has also received over 91,000 downloads since October 2010 while its android application is due for launch by mid 2011.

After seeing steady growth in its target demographic over the preceding two years, 91.3FM broke through in 2010, adding an astounding 87,000 new listeners in the Nielsen Radio Diary 2010 Wave 1 Survey, blowing past Power 98, into Singapore’s overall radio Top 10.

It continued to grow more aggressively that same year during the Wave 2 Survey when it beat another station, 938 Live, to become the fourth largest English-language station and attracted the attention of an exciting new mix of advertisers.

 

For more details, please contact:

Mr Mohd Aidil B Md Yusof
Advertising & Promotions Executive
91.3FM
DID: 6319 4004
Hp: 9436 5150
Email: mdaidil@sph.com.sg

Ms Hannah Teo
Marketing Manager
SPH UnionWorks Pte Ltd
DID: 6319 4017
Hp: 9733 4125
Email: heteo@sph.com.sg

Mr Adrian Cheong
Manager
Corporate Communications
Singapore Press Holdings Limited
DID: 6319 2261

Hp: 9798 6097
Email: cheongcy@sph.com.sg

Mr Gary Yeo
Assistant Manager
Corporate Communications
Singapore Press Holdings Limited
DID: 6319 1225

Hp: 9684 0498
Email:
garyyeo@sph.com.sg

About SPH UnionWorks Pte Ltd


SPH UnionWorks Pte Ltd is an 80-20 joint venture between SPH Multimedia and NTUC Media. SPH UnionWorks manages and operates two radio stations, 91.3FM and Radio 100.3.

91.3FM is an English Contemporary Hits Radio (CHR) music station playing new and current top 40 hits targeting listeners under 40. Programmes and promotions are injected with loads of fun and quirkiness with a key focus on engagement and listener’s experience. 91.3FM also has a midas touch to music and has been known for identifying hits before they are hits. Its growth momentum has been going from strength to strength. Against other local mainstream English music stations*, 91.3FM saw its share doubled from 8% in 2009 to 16% in 2010 with listeners 15-39 years old, making it the third most popular music station with the under 40. Its capture of the 15-19 youth segment is even more phenomenal with its share** growing from a mere 3% in year 2006 to 25% in 2010, making it now the second most popular music station with the youths.

Radio 100.3 is a highly-charged Mandarin infotainment station targeting at working professionals in their 20s to 40s. Its unique, lively and engaging delivery style is able to consistently hook listeners on for a far longer period of listening. It added a whopping 136,000*** new listeners last year, bringing its total listener-ship to 355,000***.Programmed content is designed to cater specifically for the busy individuals with timely updates and discussion on current affairs, financial planning, property investment, communication, lifestyle, music and entertainment. The station’s latest alliance to the Global Golden Chart meant Radio 100.3 listeners are the first to hear exclusive new song releases and interviews with today’s hottest pop artistes.


Both 91.3FM and Radio 100.3 provide a great synergy of content with tie-ups with SPH Newspapers, Magazines and SPH Multimedia Platforms.

*share compared against Class95, 987FM, Gold 90.5 and Power 98.
** share compared against Class95, 987FM and Power98
*** Past week cumulative listener-ship (Cume). Mon-Sun. 24 hours. Increase is difference in cume between Wave 2, 2009 and Wave 2, 2010.


About Singapore Press Holdings Ltd

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

Newspapers, Magazines and Book Publishing
In Singapore, SPH publishes 18 newspaper titles in four languages. Every day, 3 million individuals or 77 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. SPH's subsidiaries, Straits Times Press and Focus Publishing, produce quality books and periodicals in English and Chinese.

Internet and Mobile
Beyond print, the Internet editions of SPH newspapers enjoy over 263 million page views with 18 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; Stomp, omy.sg, and The Straits Times RazorTV.

Broadcasting

SPH has a 20 per cent stake in MediaCorp TV Holdings Pte Ltd, which operates free-to-air channels 5, 8 and U, 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 Chinese and 91.3FM in English.

Events and Outdoor Advertising

SPH’s events subsidiary Sphere Exhibits organises innovative consumer and trade events and exhibitions. In addition, SPH has ventured into out-of-home (OOH) advertising through its wholly-owned subsidiary, SPH MediaBoxOffice Pte Ltd, Singapore’s leading Digital Out-of-Home advertising company.

Properties

SPH owns and manages Paragon, the prime retail and office complex in the heart of Orchard Road, Singapore's main shopping belt. Its latest retail development, The Clementi Mall, started business operations in 2011. SPH's wholly-owned subsidiary, Times Development Pte Ltd, has also developed a 43-storey upmarket residential condominium, Sky@eleven, at Thomson Road.