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SCMP Group Launches EsquireHK.com

Published on Wednesday, 27 Aug 2014
SCMP Group announced that EsquireHK.com will be launched on 1 Sep, establishing Esquire as the first and only international men’s fashion & lifestyle media brand with a localized multimedia online presence in Hong Kong.

HONG KONG, Aug. 26, 2014 /PRNewswire/ -- SCMP Group Ltd (SEHK: 583), Asia's leading media holding company, today announced that it will launch EsquireHK.com on 1 September, establishing Esquire as the first and only international men's fashion & lifestyle media brand with a localized multimedia online presence in Hong Kong. This follows the publication of Esquire's Chinese version in January after SCMP Hearst Magazines Limited, a joint venture between SCMP Group and Hearst Magazines International, acquired its publication rights in Hong Kong. 

Leveraging the resonance of the print edition's lifestyle and fashion content, EsquireHK.com will enrich readers' experience with a host of multimedia daily-refreshed channels on Style, Lifestyle, Watches, Food & Drinks, Machines, People and Esquire TV. The new website shares the signature brand essence and motif of its US counterpart esquire.com, while infusing Hong Kong and international editorial directions with local flair.  EsquireHK.com is powered by multi-talented online editorial specialists that create daily lifestyle & fashion news, reviews, tips, how-to guides and interviews using lively language, videos, photos, infographics and images. 

Ms. Josephine Chan, Managing Director, SCMP Magazines Publishing Ltd said, "Through research and focus groups, we confirmed our belief that there is a dearth of men's fashion and lifestyle websites with quality and original content in sync with what Hong Kong readers are looking for. EsquireHK.com helps us bridge this important market void, while strengthening our connection with readers, and importantly, building on the success that Esquire print has attained since the January launch." 

Ms. Chan added, "With daily updated content, EsquireHK.com will become indispensable to marketers and advertisers looking for an integrated men-focused advertising and promotion platform. In Esquire magazine and Esquirehk.com, they will be able to direct their promotional efforts to a high-value group of target audience that cares about style and substance." 

An online campaign titled "Are you THE MAN?" has preempted the website launch and introduced readers to Esquire HK's brand essence - modern, sophisticated, confident and detailed.  Created by the EsquireHK.com team, the campaign is making a splash with visitors, some of whom heard about it from Esquire's HK Facebook page. The campaign challenges site visitors to test their understanding of "Lifestyle, Style, Workplace and Party". Registered participants who submit outstanding answers will win special prizes. The campaign www.esquireHK.com/areyoutheman will end on September 7.

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