Integrated campaign for Taiwan Tourism Bureau

By on April 9, 2018 in Campaign

NewBase Content produced an end-to-end integrated campaign for Taiwan Tourism Bureau (TTB) targeting prospects in Australia and New Zealand. As a new target market where Taiwan had very little customer recognition, we proposed a multi-platform 6-month campaign across digital (social media buys and programmatic), radio, OOH and print (advertising and advertorial).

With limited existing creative assets available (and nothing tailored for the Aus/NZ audience), a key part of our campaign involved bespoke content development across the various media.

Following market research, NewBase Content devised an original campaign called “So Different. So Taiwan!”. This concept derived from the fact that while many of Taiwan’s attractions have similar sounding counterparts in Australia, the Taiwanese versions are incredibly different and more exotic.

We shot two videos on location in Taiwan, each cut into a series of shorter edits for distribution via social media channels. Other deliverables included radio ad scripts, advertorial copywriting and design, as well as web banner, print and OOH ad design and copywriting. NewBase Content was also responsible for social media management, writing posts for TTB’s AUs/NZ pages on Facebook, Instagram and Twitter.

Facebook followers grew tenfold after only 3 months, passing our 10,000 target half way into the campaign. In the first 3 months of the campaign, Facebook and Instagram page post ads achieved 4.3 million impressions, while Programmatic ATS (various standard banners) gained 45,000 clicks based on an estimated 56.25 million impressions.

Best drone views of Singapore

By on April 9, 2018 in Video

Watch the best drone views of Singapore, learn how to make tasty road trip snacks or discover the island’s ultimate mountain biking trails.

Just some of the content we’re producing for a brand new lifestyle blog to help Mitsubishi Motors reach new audiences in Singapore. There are also car reviews of the brand’s latest models!

Check it out here:

Best in Hong Kong – A Traveller’s Guide

By on April 9, 2018 in Guide

Visiting Hong Kong any time soon? Check out our fabulous new publication “Best in Hong Kong – A Traveller’s Guide”. Produced with the support of the Hong Kong Tourism Board, this 190-page guide provides a local’s perspective to the city’s best in-the-know spots. It features everything from the great outdoors to dining and nightlife options, including itineraries and maps, plus exclusive local insights from Hong Kong luminaries such as esteemed architect Dennis Lau and award-winning cinematographer Christopher Doyle.

Produced in English, Traditional Chinese and Simplified Chinese versions, the handy, pocket-sized guide is distributed at Hong Kong International Airport and Hong Kong Tourism Board offices worldwide. An e-Guidebook version is also available online:

Well done to our team for an epic, beautifully designed publication: design director Fredrik Dittlau, English editor Pavan Shamdasani, Chinese editor Carmen Yung and sales director Rita Tseng.

Silkwinds May issue is out!

By on April 24, 2015 in Magazines

The May issue of Silkwinds is now out and this month we feature the very talented Canadian photographer Benjamin Wong. His images are truly amazing and mystical. We also take a look at Malaysia’s horseback archers that are now saddling up for a comeback. Simon Bond captures how interest in this sporting tradition is picking up speed. Tea was traditionally enjoyed as a beverage, but thanks to inventive chefs it has now found its way into modern gastronomic creations. This and much more to sample…











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Silkwinds Magazine Redesign

By on December 24, 2014 in Magazines

Silkwinds magazine, for SilkAir, has gone through its transformation and the new redesigned issue is now out. The design ethos was to provide greater space for the images to tell their story. I opted for the Apex Sans font for bodytext which gives it a crisp and modern look. The cover story stretches over nine pages, which really allows it the room to convey the destination. The SilkAir section has been expanded to include more information on their offerings. Full issue can be view here










Woodcutting a magazine

By on November 6, 2014 in Magazines

In a hearty salute to the self-made ‘moonshiners’ at the centre of John Hillcoat’s downhome bootlegging caper, Lawless — the cover movie of Little White Lies issue 42 — we decided to kick it old school by returning to reliable old wood and ink. In keeping with the film’s authentic tone and aesthetic, the cover, section headers, feature titles and illustrations have all been hand-carved from Japanese plywood. And if this wasn’t enough, the score the video has been specially composed by Human After All Creative Director Paul Willoughby from sounds recorded during the wood-carving process.

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