HONG KONG: Asia's biggest selling title Reader's Digest has
launched its first branding campaign in years to build a sharper image
for the general interest publication.
The consumer and trade campaign broke early this month and plays up the
title's essence of "being good for readers and society", according to
associate publisher Peter Jeffery.
The TV-led campaign is supported by print. Jeffery said the title was in
the unusual position of having an Asia-wide circulation of 1.2 million
subscribers, but still suffering from low awareness because it was a
general interest read.
Developed by M&C Saatchi Hong Kong, the branding campaign highlights the
goodness to come from reading Reader's Digest, with visuals showing it
as box of cereal and vitamins.
