Asia-Pacific news publishers shone in INMA Awards presentations with the Hindustan Times taking the top honour and SCMP scoring three first-place awards.
HT’s ‘You read, they learn’, community service campaign which helped educate underprivileged children, “drove salience for the initiative among readers and non-readers, built on the paper’s brand, and was differentiating and impactful”, judges agreed. They lauded the campaign for its powerful message and strong imagery.
Vice president and head of business Shantanu Bhanja – pictured with incoming INMA president Yasmin Namini – accepted the award for his company and “on behalf of more than seven million readers the company reaches”.
First place recipients in the INMA Awards 2013 were announced in New York at the end of the INMA world congress.
Norway’s Verdens Gang captured second place for its ‘Relaunch VG Helg’ sales and retention campaign, and third to El Espectador in Colombia for ‘Bibo, a commitment for a better life’ public relations and community service campaign.
Executive director and chief executive of INMA Earl Wilkinson said the winning entries displayed multimedia news brands using many platforms to convey messages of vitality: “Communicating the benefits and values of a news brand stretched across a print newspaper, a website, tablet apps, and mobile site is tricky business. And these winning campaigns pulled it off.”
A judging panel of 21 executives in the media and advertising communities from Belgium, Canada, Chile, Denmark, Germany, India, Pakistan, Peru, Sweden, Switzerland, UAE, UK and USA, assessed concept, creativity, copy, design, production, effectiveness, and results.
Asia-Pacific publishers honoured were:
• In ‘marketing campaign with best results’–
-South China Morning Post, Hong Kong, took first and second places for the marketing campaign with the best results (75,000-300,000) for ‘LuxeWatches App’ and ‘SCMP – Re:born;
-The New Zealand Herald, Auckland, took third place, and Fairfax Media, Australia, took fourth place (over 300,000) for ‘The New Look Weekday New Zealand Herald’ and ‘Sun-Herald Relaunch’.
• In new brand/product/audience development–
-South China Morning Post took first place for ‘SCMP - Re:born’ (75,000-300,000).
-The West Australian, Perth, Australia, took third place (Over 300,000) for ‘newhomesguide.com’
• In advertising sales and retention–
-i next, Kanpur, India, took second place for ‘Retail Master’ (75,000-300,000).
- The Newspaper Works, Sydney, Australia, took third place (over 300,000) for ‘Local Newspapers: Part of the Community DNA’.
• In marketing solutions for advertising clients–
- The West Australian took first place (over 300,000) for ‘Point & Play’.
• In digital audience usage and engagement–
- Mid Day, Mumbai, India, took second place (under 75,000) for Mid Day Digital;
- Brisbanetimes.com.au, Australia, tookfirst place (75,000-300,000) for ‘Brisbanetimes.com.au WiFi Train Campaign’.
-The Hindu, Chennai, India, took first place (over 300,000) for ‘Undumb India’.
• In readership/usage of the print publication
- Dainik Jagran, New Delhi, India, took second place (over 300,000) for ‘How Much More Time Does Jharkhand Need: Awakening a State.
• In print and digital subscription sales–
- Townsville Bulletin, Australia, took first place (under 75,000) for ‘Townsville Bulletin Flat Wrap’;
-South China Morning Post took first place (75,000-300,000) for ‘SCMP – Re:born’;
-The Australian, Sydney, Australia, took first place (Over 300,000) for ‘Intro Offers Subscription Strategy’.
• In print single-copy sales–
-The Sydney Morning Herald and The Sun-Herald, Sydney, Australia, took second place for ‘Win a Hamilton Island Holiday a day’.
• In public relations and community service–
- The Age, Melbourne, Australia, won third place (75,000-300,000) for ‘The Age Run Melbourne’;
-Hindustan Times, New Delhi, won first place (over 300,000) for ‘You Read, They Learn’; Times of India, India, won second place for ‘Social Impact Awards’; and Times of India, Chennai, won third place for ‘Bring Back Auto Meters’.
Full list at http://www.inma.org/blogs/main/post.cfm/inma-awards-2013-announces-world-s-top-news-media-marketing-campaigns