SPH gives gold this Lunar New Year
Singapore - Singapore Press Holdings (SPH) has launched 'The Great Gold Rush' campaign to attract subscribers to subscribe to The Straits Times or Lianhe Zaobao.
The media giant launched the campaign yesterday at Jurong, before the Chinese New Year festivities in hopes of gathering more response in the auspicious season.
The campaign covers OOH, digital and press advertising, and will run till mid-February.
New subscribers and current subscribers who purchase newspapers through their vendors will have to convert to being direct subscribers to SPH for a chance to get 50,000 gold bars and limited edition 24K Gold-plated Year of the Dragon Medallions worth more than S$2 million.
These rewards would be given out randomly in an electronic draw at the end of the campaign.
Gosh Advertising won the four-way pitch, employing the thematic device of ‘people popping out from HDB apartment windows decked out in gold', to connect more effectively with the average Singaporean with its heartland scene.
"We wanted to reach out to our SPH readers during the Chinese New Year period and what better way to do so than to give out gold!" Elaine Chia, vice president of Circulation Marketing Newspaper Services at SPH, said.
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- Singapore Press Holdings Ltd
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