12 Teams with Untraditional Marketing Thinking to Create Innovative Digital Advertisements
HONG KONG, Jan. 29, 2019 /PRNewswire/ -- With the rapid changes in information and communication technologies, smart phones and tablets are now becoming the mainstream mobile devices for consumers to receive messages, thus, driving more industries to use digital advertising for product promotion. It presents excellent opportunities for the publishing industry to explore new promotional strategy in the advent of the digital age. To keeping abreast of the times, publishers are striving to bring digital advertising into the promotion of their publications as an essential element of their future development.
In light of the latest trend, the Hong Kong Association of Interactive Marketing ("HKAIM"), with the support of Create Hong Kong ("CreateHK") of the Government of the Hong Kong Special Administrative Region ("HKSAR") as the lead sponsor, launches the Hong Kong Digital Advertising Start-ups X Publishing (Writers) Promotion Support Scheme ("the Support Scheme") to support 12 pairs of local digital advertising start-ups and local new and emerging writers by providing subsidy and professional guidance for them to design, produce and execute digital advertising campaigns for the promotion of designated books.
A launching ceremony was held on Jan 28 to announce the 12 pairs of digital advertising start-ups and new and emerging writers to be nurtured under the Support Scheme. To commemorate this special occasion, the HKAIM is pleased to have Ms. Fiona LAM, Assistant Head of CreateHK as the Guest of Honor, who was accompanied by Mr. Ralph SZETO, Chairman of the HKAIM, and Dr. Elvin LEE, Chairman of the Hong Kong Publishing Federation, to officiate at the ceremony to kick off the Support Scheme. Representatives of the other lead supporting organizations of the Support Scheme, namely Ms. Anita Wan, Chairlady of the Hong Kong Publishing Professionals Society, and Ms. Anna Cheung, Senior Exhibition Manager of Hong Kong Trade Development Council, also participated in the ceremony.
The Support Scheme aims to nurture local digital creative talent by providing subsidy and professional guidance for them to tailor-make digital advertising campaigns for local new and emerging writers and their designated books, while promoting the reading culture in the community by creating more exposure for the writers and their designated books. A total of 12 local digital advertising start-ups with less than 5 years of history are selected to team up with 12 groups of local new and emerging writers who have published their first works within the recent 6 years. The Support Scheme will provide a maximum of HK$198,000 subsidy to each team, to design, produce and execute a digital advertising campaign for the writer's designated book.
Apart from the subsidy, the Support Scheme will provide professional guidance for the participating digital advertising start-ups to refine their digital advertising campaigns. The digital advertising campaigns produced by these 12 teams, the writers and their designated books will be further promoted under the Support Scheme's various promotional channels, such as the official website, the Internet, social media platforms, etc. These publicity activities aim to create more exposure for the participating digital advertising start-ups, writers and their designated books.
In addition, a Digital Advertising Design (for Publishing) Awards Competition will be held to recognize the outstanding digital advertising campaigns developed under the Support Scheme. Public will also be invited to vote for the "My Favourite Digital Advertising Design (for Publishing) Award". The awardees of Gold, Silver, Bronze, Merit and "My Favourite Digital Advertising Design (for Publishing)" Awards will be announced and presented with prizes at the Awards Presentation Ceremony scheduled for July 2019.
A promotional booth will also be set up at the Hong Kong Book Fair 2019 to display and promote the digital advertising campaigns developed under the Support Scheme, the participating writers and their designated books. Winning teams of the Digital Advertising Design (for Publishing) Awards Competition will share their creative works and achievements under the Support Scheme on the same occasion.
The HKAIM believes that the Support Scheme could maximize the strengths of the publishing and digital advertising industries when they join hands to achieve a win-win result.
For more details about the Support Scheme, please visit: http://publish.digiad.hk/
Organizer: Hong Kong Association of Interactive Marketing
Lead Sponsor: Create Hong Kong of the Government of the Hong Kong Special Administrative Region
Disclaimer: The Government of the Hong Kong Special Administrative Region provides funding support to the project only, and does not otherwise take part in the project. Any opinions, findings, conclusions or recommendations expressed in these materials/events (or by members of the project team) are those of the project organizers only and do not reflect the views of the Government of the Hong Kong Special Administrative Region, the Communications and Creative Industries Branch of the Commerce and Economic Development Bureau, Create Hong Kong, the CreateSmart Initiative Secretariat or the CreateSmart Initiative Vetting Committee.
