Singapore, 16 May 2008 – At the 73rd Annual INMA Awards competition held at the INMA World Congress in Beverly Hills, ST701 came in second place in two out of ten award categories, despite being up against some 755 entries from over 200 newspapers.
It was placed second in Category 4: Online Audience Usage and Engagement (circulation over 300,000) for its “ST 701 Colleen Exposed” marketing campaign and second place in Category 8: New Brand/Product/Audience Development (circulation over 300,000) for its “ST701 Get the Right Stuff” campaign.
Two of its other entries "Career Discovery" and "ST701 Plug Heads", were also featured in INMA’s reports "Single Copy Success: Strategies and Best Practices for Newspapers" and ’New ideas to Acquire and Retain Newspaper Website visitors" respectively.
The INMA Awards rewards global best practices and its recipients represent the world´s best newspaper marketing campaigns from the past year.
ST701´s entry of “ST701 Colleen Exposed” for Category 4: online Audience Usage and Engagement won the admiration of the judges for its concept, creativity and positive results.
To promote the ST701´s tag line of ‘7 days a week, search at the 01 place that matters´, ST701 had Colleen Francisca, Miss Singapore World 06/07, stay in a glass house for seven days without going out and getting what she needed for her daily life through ST701.
As part of the campaign, the Straits Times gave daily coverage, and STOMP (Straits Times Online Mobile Print) hosted a mini-series, “Colleen Exposed!”, on their website. Visitors to the microsite could follow Colleen´s daily life on her blog as she wrote about what she did everyday and about the things she bought or sold on ST701. The “Colleen Exposed!” microsite drove up the traffic volume on the ST701 homepage by 50 per cent over the seven-day period. The stunt also generated discussion on local online forums.
Another campaign “ST701 Get the Right Stuff” took second place in Category 8: New Brand/Product/Audience Development (circulation over 300,000). In this category, judges looked for creative concepts in the marketing efforts to launch new products and brands, with emphasis on the market-opening results.
Launched as an online job search portal in March 2006 initially, ST701 expanded in October 2007 into a more complete online classified marketplace with the Cars, Property and Shop categories. An 8-week campaign utilising a mix of outdoor and mainstream media was launched. The concept behind the campaign used the perspective of the life of an ordinary Singaporean so that the audience could easily relate to the character and be more ready to accept the brand. During the first month of the campaign period, ST701 garnered impressive results, with more than 10,000 new registrants and more than 4.5 million page views.
Ms Elsie Chua, Executive Vice President, CATS Classified, Marketing Division, said: “ST701 was nominated from many entries to emerge finalists and then competed against top notch newspapers to come in as the 2nd prize winner. We are extremely pleased with the recognition given to us and will continue to strive for the best.”
The INMA Awards honour global best practices in the marketing of newspapers, growing brand, growing audience and growing revenue across media platforms and is organized by the International Newsmedia Marketing Association.
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First launched on March 24, 2006 as a job portal, ST701 carries the initials of The Straits Times, Singapore Press Holdings’ flagship newspaper and Singapore´s national English broadsheet. The numbers “701” convey what the user will experience: 7 days a week search at the 01 place that matters.
Over the course of one and a half years, ST701 expanded its scope to include motoring, property and general classifieds. Now, ST701 comprises four verticals, namely: ST701 Jobs; ST701 Cars; ST701 Property; and ST701 Shops. Collectively, the four verticals span the full range of classified advertisements, and ST701 is now CATS Classified´s e-marketplace on the Internet.
About Singapore Press Holdings Ltd
Newspapers and Magazines
Main board-listed Singapore Press Holdings Ltd (SPH) is the leading media company in Singapore, delivering news and information through print, Internet and broadcasting platforms. In Singapore, it publishes 14 newspapers in four languages. Every day, 2.9 million individuals or 81 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 110 million pageviews with 7 million unique visitors every month. Apart from SPH AsiaOne portal, SPH’s online and new media initiatives include a revolutionary mobile advertising and information service, ZapCode; online marketplace for products, services and employment, ST701; and STOMP (Straits Times Online Mobile Print), a portal that connects, engages and interacts with readers on the Web and via mobile phone messaging.
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 Pte Ltd, which publishes the free newspaper, Today. In the radio business, SPH has a 80 per cent stake in SPH UnionWorks Pte Ltd, which operates entertainment stations Radio 100.3 FM in Mandarin and Radio 91.3 FM in English.
In addition, SPH has ventured into outdoor advertising through its wholly-owned subsidiary, SPH MediaBoxOffice Pte Ltd, Singapore´s largest outdoor motion display advertising network media company, and a 35 per cent stake in TOM Outdoor Media Group, a leading outdoor advertising company in China.
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.