


	IFRA XMA Cross Media Awards 2008 projects





	Company: Weekend Weekly
	Project name: 08 Joint-University Backpacking Contender

	Topical category of the project

	A: Cross media campaigns for individual advertising customers

	General information about the publication

	Weekend Weekly (WW) is the leading Chinese travel and dining weekly magazine in HK which combines up-to-date information with down-to-earth smart shoppers’ tips. The energetic Magazine is beloved by travel lovers and youngster with a reputation in setting new trends. The Joint-University Backpacking Contender is first held by WW in 2007 which recruit university students to join by a team of two. The wining teams are rewarded with free travel with Weekend Weekly for a memorable life experience. The program aroused wide attention among university students and the public. With the Worldwide concern of environmental protection, 08 Joint-University Backpacking Contender is using environmental protection as its theme so as to arouse public concern in the issue.

	Project description

	08 Backpacker provides a direct platform to hit target customer group of university students to our valuable advertisers. With the theme of ‘Environmental Protection’, the Campaign helps build positive brand image and awareness through wide exposure in an extended period in a lifestyle product placement advertising campaign.

	The basic idea of the project

	Developed since 2007, an event to recruit university students with 8 winning teams (@2 pax) to travel with WW editorial team to experience eco-travel and gain life experience. Recruitment period：17 Mar to 3 Apr 08 Recruitment method：online & university campus roadshow Semi-final & Finale：7, 9 & 10 Apr 08；28 Apr 08 Winning Trips：May – Jun 08 With the 08 Backpacker Campaign lasts for almost 4 months, advertisers build their branding among university students through wide exposure of Company Logo over an extended period in all marketing materials of the Campaign and website. In addition of logo exposure, products of the advertisers will be covered in both editorial and advertorial content in a lifestyle approached. The products would be used in the Finale games. Wining teams will bring along and try-out the products en route which will be covered by advertorial within the editorial feature.

	Used media channels


	Newspaper		Event(s)

	Supplement/Magazine		Online

Other:

Blog, Mass Email, MTR Escalator Crown Advertisment, Handout Distribution

The implementation

As one of the major marketing programs in 2008, the Marketing Department promotes the ‘Backpacker’ contest via various cross-media channels for wide exposure and brand awareness.
The Campaign is publicized through advertisements in WW and other newspaper and magazines. Mass emails are sent to our Official Website members. In consideration of wide acceptance of Internet among university students, those who are interested are referred to online enrollment via our Official Website. Editorial coverage of the Campaign in WW is published online for extended exposure.

Image(s)

Links

www.weekendhk.com

Project results

The program achieves overwhelming success with a record breaking of over 1,000 participants (in comparison with over 300 participants in 2007). It provides direct access to the target customers of our advertiser. It also builds positive brand image and awareness.