Sing Tao focuses on youth segment with teen pop stars

It comes about a year after Sing Tao rolled out a campaign that positioned it as a quality daily for middle to upper class readers. The latest initiative aims to widen its readership base to include the teen segment.

Sing Tao marketing director Gladys Cheng said: "We believe the endorsement of Twins and Boy'z is a perfect match for the brand thanks to the singers' popularity among youngsters.

"Their healthy and energetic image is also well-received by middle class individuals and families as well as teenagers."

The campaign, which was developed in-house, was designed to make Sing Tao - which has an average daily readership of 204,000 - stand out from the crowd.

"The media environment is extremely competitive in Hong Kong, so we not only have to build up a strong editorial team but also implement responsive, creative and relevant marketing campaigns.

"During the current economic downturn we have to ensure our marketing effort can hit the target in a cost-effective manner," said Cheng.