The promotion, which follows the appointment of former BusinessWeek editor Mark Clifford as publisher and editor-in-chief, is part of efforts by the company to increase the paper's reach in Hong Kong as it gears up to challenge market leader South China Morning Post.
It comes just weeks after the paper launched a weekend edition packed with lifestyle, travel and profile analysis and features. "We're aiming to enhance the market presence of the paper and brand awareness capitalising on this strategic alliance," said Shiring Lee, PR and marketing manager for The Standard.
Free copies of The Standard were distributed with every cup of coffee over a two-week period. Consumers were also given the chance to win a two-month subscription.