


	IFRA XMA Cross Media Awards 2009





	Company: Sign-in Macau Magazine
	Project name: Macau Cover Girl





	General information about the publication

	Sign-in Macau was launched late last year. It's a bi-monthly bilingual lifestyle and cultural magazine. Our cover concept is always with covergirl, either real models, socialites, or other famous people, such as musicians, actors, or just about anybody who has interesting story in their life and wanna share it with the readers. We have just recently realeased our fourth issue, where all the photos of the 25 semi-finalists are published. In the next issue, we will put 12 finalists on our cover with each of them having their professinally-taken photo published in the magazine. website: www.signinmacau.com

	Entry description

	Our newest project is Macau's firt Cover Girl. The "Macau Cover Girl 2009" is a project to look for cover girls for the Sign-in Macau magazine. The winners will also be representing Macau's girls in promoting Macau culture within Macau as well as overseas. The contest was launched in March and Final will be in September. More information can be found from the MACAU COVER GIRL group page on Facebook, where you can find some TV report on the project. The contest also involves readers and general public to vote for their favourite contestant. Votes can be done by sending in to the magazine directly, through email or on Facebook. In addition, a singing audition will be launched soon to look for the entertainer for the Final event. And the audition will be covered live by a TV programme in town. To promote this projec we are also working together with some local newspapers, English, Portuguese and Chinese, to both put advertisement as well articles about it. Additionally other means such as mobile phone are used to generate mass messages of the event and the voting system. Besides, several simple events are held to raise awareness, such as press gatherings. The winner of Macau Cover Girl will also receive a scholarship and other prizes.

	The basic idea of your cross-media design

	We are using both print media, and electronic media as well as online blogs. The purpose of implementing such cross-media crossing for our design is to better reach out to more people. We are targeting everyone in Macau, with the focus on school students and university students as well as families, as the project is a family and teenager-oriented.

	Used media channels


	Newspaper		TV

	Event(s)		Supplement/Magazine

	Mobile Services		Online

	Online Radio / Podcasting		Radio

The implementation

Since the beginning of the project, I as the Image Director of the magazine worked on the cross-media design relating to print and electronic media as well as events, while the Director and Editor-in-chief worked on the online and mobile services.

Image(s)

mcg_butterfly.JPG (207 KB)

mcg_contestants.jpg (198 KB)

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4.jpg (19 KB)

Links

www.signinmacau.com

Results of the design & branding implementation

It has been pretty successful, since launching the project in March until now, we have a significant increase in subscriptions, and the number of sales at new agencies. However, the feedback has been overwhelming, far beyond our expectation. People in town have been talking about it, including some government official branding the project as "a fresh, interesting and educational project" as we will train our finalists to learn more about Macau culture and heritage.
Many people have also compared it with Miss Macau competition.
We are in the process now to launch Cover Boy right after the cover girl project and people already began to ask about it. Some local media organisations have expressed their support, asking us to do more events like this.