MEDIA KIT 2021 - Tatler Asia
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MEDIA KIT 2021
THE TATLER BRAND
The most coveted luxury lifestyle brand
in Asia, and the leading platform to
connect with Asia’s most influential
The best of power,
influence and style
8 EDITIONS
Across Asia*
2.1 MILLION
Monthly Print Readers
3 MILLION
Monthly Online Visitors
USD$335,000
Average Household Income
*Hong Kong, Taiwan, China, Singapore, Indonesia, Malaysia, Philippines, Thailand
PUBLISHER’S NOTE “For the last 43 years, Tatler has connected Asia’s most influential communities with the goal of promoting and developing Asian identity, culture and business. As society evolves, so does Tatler. Since early 2020, we have undergone a transformation to redefine “society” to focus on power and influence with greater meaning and purpose, shining the light on a larger cross-section of the people, communities and industries impacting Asia. We are committed to defining the future of luxury media by e¼ectively engaging our communities with groundbreaking concepts, inspiring content and experiential activities they will never forget.” Michel Lamunière Chairman & CEO, Tatler Asia Group
LUXURY OUTLOOK 2021
While the global luxury market is projected to fully recover by
mid-2022 due to Covid-19, certain consumer trends have emerged
that brands can leverage on to continue to engage with consumers,
and emerge stronger, post-pandemic:
ASIA IN GENERAL, AND CHINA IN PARTICULAR,
WILL LEAD THE GLOBAL RECOVERY
A strong V-shaped recovery led by Asia as luxury
brands leverage large domestic markets
ACCELERATED SHIFT TO DIGITAL, THROUGH
PLATFORMS LIKE E-COMMERCE AND SOCIAL MEDIA
HEIGHTENED ENVIRONMENTAL AND SOCIAL CONSCIOUSNESS
An increased loyalty towards brands that align with consumer values
GREATER EMPHASIS ON HEALTH, WELLNESS
AND PERSONAL DEVELOPMENT
Education, wellness, health and experiences are a major focus
and where much spending will be channeled
STRENGTHENED LOCAL PRIDE AND EMPHASIS ON LOCAL CONSUMPTION
20-30% of HNWIs are diverting travel budgets to luxury goods domestically
Insights provided by Tatler+
OUR BRANDS
Our flagship brand for those who are
shaping culture & society in Asia
A platform for the most promising
millennial entrepreneurs & creatives
Sub-brands include:
For food explorers For enthusiasts curious
seeking dining about the most
experiences influential homes
A new e-commerce platform for
affluent explorers looking for
unique experiences
THE TATLER AUDIENCE
WHO THEY ARE
INFLUENTIAL
Newsmakers, trendsetters, and leading voices shaping Asian culture & society
IMPACT
They want to make a positive impact on society at large, through investments,
commitments to sustainability, and forward-thinking work
EDUCATED
They are knowledgeable and always learning
WELL-TRAVELLED
They travel often to enjoy and discover special experiences
W H AT T H E Y A R E L O O K I N G F O R
INSPIRATION
Culture, society, food stories as a source of creativity and conversation
DISCOVERY
Of new experiences
CONNECTION
To the people influencing society, culture, and Asian identity
AUTHENTICITY
Stories and experiences with meaning
AUDIENCE: HONG KONG
PRINT
31,500
Circulation
157,607
Readership
42 52% 48%
Average Age Female Male
HKD$2.5 M
Annual Personal Income
HKD$3.2 M
Annual Household Income
D I G I TA L
Content a½nity: Lifestyle, travel,
entertainment, shopping, food & dining
52% 34% 14% 60% 40%
25-45 Years 45+ Years 18-24 Years Female Male
REACH & ENGAGEMENT: HONG KONG
SOCIAL
54.4K
Facebook Followers
65.5K
Instagram Followers
D I G I TA L
23.4K
Newsletter Subscribers
21%
Newsletter Open Rate
5%
Newsletter Click Through Rate
3.10 MINS
Average time on the website
701K
Sessions
505K
Unique Visitors
G ROW T H T R E N D S
31%
Monthly Audience Growth Rate
92%
Yearly Projected Traffic Growth
OUR PLATFORMS: DIGITAL
What we offer:
CONTENT CREATION
With your desired target audience, we utilise insight and
creativity to provide compelling and relevant content
VISUAL DESIGN
We create content and visuals designed to maximise
engagement across each of our channels
SOCIAL ONLY CAMPAIGNS
Campaigns specifically created to engage our audience on social media
PROMOTION & DELIVERY
Targeted multi-channel campaigns that reaches a desired KPI
REPORTING
An insightful post-campaign report
OUR PLATFORMS: PRINT
What we offer:
A STRONGER VISUAL IDENTITY
Tatler’s monthly print magazine was redesigned in March
2020, with a bold, sophisticated design through a new logo,
typography and visually strong treatment
INSPIRING CONTENT
Redefining “society” and featuring the most influential
from a greater cross-section of communities, industries and
walks of life, Tatler’s content is more modern and relevant
LUXURIOUS AD FORMATS
Maximise awareness through ad formats specifically designed to capture
the eyes and minds of our readers and enhance luxury presence
TARGETED DISTRIBUTION
Tatler magazine is circulated to qualified VIPs & subscribers and is
distributed at key locations and events. These include 5-star hotels,
retail outlets, banks, health, fitness and beauty centres, airlines,
private jets, luxury services apartments and more…PRINT EDITORIAL CALENDAR 2021
Our luxury and lifestyle content seeks to inspire and compel our
audience to take action. Through a unique editorial lens, we create
meaning and purpose across the topics our readers want most:
Fashion, Watches, Jewellery,
Travel, Automotive, Beauty,
Art, Food, Philanthropy,
Wellness, Real Estate
JANUARY FEBRUARY MARCH APRIL
A New Beginning Family The Culture Issue Spring Fashion
MAY JUNE JULY AUGUST
Culture Club The Best Summer Ever Spontaneity Youth
SEPTEMBER OCTOBER NOVEMBER DECEMBER
The New Season Asia’s Most Best Of Power and Purpose
Influential: StyleFLAGSHIP EVENTS
One of the most anticipated events on the
social calendar. Coming in Q4 2021
The annual event celebrating the entrepreneurs who
are shaping Asia’s future. Coming in September 2021
A fundraising event for social housing enterprise Light Be,
featuring intimate immersive experiences. Coming in Q1 2021
A food festival that brings together Asia’s top chefs and mixologists
to create a unique dining experience. Coming in Q4 2021
Tatler Dining's Best Restaurants Awards champions and
celebrates the very best of the food and drink scene in Hong
Kong and Macau. Coming in Q4 2021OUR LATEST INITIATIVES
An initiative designed to support the F&B industry through a
rewards programme
A VIP venue to host intimate luxury events including, dinners,
cocktails, networking, roundtables, exhibits and product activations
A platform for female empowerment, a resource for
women to become their best selvesBRANDED CONTENT SOLUTIONS
What we offer
CONTENT
Online Articles / Bespoke Print / Content Hubs / Videos /
Custom Content
RESEARCH
Audience Survey / Audience Insights / Community
Circles
DIGITAL
Engagement Solutions / Webinars / Content Syndication /
EDM / Audiocast
EVENTS
Awards / Conferences / Experiences / Round Tables /
Networking CocktailsCASE STUDIES
Tatler x Audemars Piguet
“1 Minute Can Change Your Life”
CLIENT CATEGORY PROMO PRODUCT
Watches & Jewellery AP CODE 11.59
KEY DELIVERABLE TARGET AUDIENCE
2 Videos + Print & High Net Worth Individuals
Digital Coverage Luxury Watch Enthusiasts
OBJECTIVE
Audemars Piguet's CODE 11.59 product name stands for "Challenge, Own, Dare, and
Evolve", and encapsulates the spirit of the brand's blueprint for the future. Tatler Hong
Kong partnered with Audemars Piguet to establish the brand's core messaging with its
audience, as well as generate a high customer perceived value (emotional) with the
product. Through the exciting lens of two distinct pioneers within their fields – Ricardo
Chaneton, executive chef of MONO & Tiffany Chan, pro golfer – Tatler created two
conceptual campaign videos to personify and express the ideals behind CODE 11.59.
ACHIEVEMENTS
4,336 12.5x 196K+
Average page views on
Page views Social impressions
Tatler Hong KongCASE STUDIES
Tatler x HKTB
“A Million Reasons to Love Hong Kong”
CLIENT CATEGORY KEY DELIVERABLE TARGET AUDIENCE
Tourism 3 Videos + Print & 20-50 Years Old,
Digital Execution HK Locals & Expats
OBJECTIVE
To support local tourism amidst 2020 travel bans due to the global pandemic, Tatler Hong
Kong collaborated with the Hong Kong Tourism Board to create a three-part video campaign
that would reinvoke Hong Kongers' love for their own city. For this campaign, Tatler curated
three unique, well-known Hong Kong personalities to represent three key pillars of this city:
food (featuring Lindsay Jang, co-founder of Yardbird), fashion (featuring Victoria Tang-
Owen, scion of Shanghai Tang & co-founder/creative director of Thirty30 Creative, and the
arts (featuring Michael Lau, artist nicknamed "the godfather of designer toys"). This video
series was published on Tatler Hong Kong & Discover Hong Kong.
ACHIEVEMENTS
11,010
Instagram video views via talent shares
(@lindsayjang and @victoriaxtang)
9x
Average page views on
Hong Kong TatlerCASE STUDIES
Tatler x Tiffany & Co.
“T1 Triumph”
CLIENT CATEGORY PROMO PRODUCT
Jewellery Tiffany T1 Collection
KEY DELIVERABLE TARGET AUDIENCE
Private Event at Tatler House, Female 30s to Early 40s with high
Video + Digital Execution disposable income
OBJECTIVE
Celebrating a shared mission of female empowerment, Tatler Hong Kong created a special
360-campaign to highlight Tiffany & Co.'s bold and contemporary T1 collection. Utilising
Tatler's strengths in strategic talent curation, event production and content, the "T1
Triumph" campaign connected Tiffany & Co. to influential, modern-day leading ladies for
a buzzing, intimate private event focused on "Instagrammable moments", and engaged
Tatler readers with pre- and post-event coverage featuring the campaign's lovable co-hosts,
Ingrid Chen & Denise Ho.
ACHIEVEMENTS
16k 18 pax.
Page views AttendeesCASE STUDIES
Tatler x Christie’s
“In Conversation With…”
CLIENT CATEGORY PROMO PRODUCT
Auction House Christie’s Summer Auction 2020
KEY DELIVERABLE TARGET AUDIENCE
2 Videos, Product Still Shoot + 30-60s Art Collectors &
Print & Digital Execution Enthusiasts
OBJECTIVE
In the lead up to Christie's Summer 2020 auction, Tatler partnered with the prestigious
auction house to generate interest within Tatler's highly targeted, discerning circle of art
collectors and enthusiasts in the upcoming auction with a 360 content campaign. By
careful casting of two respected enthusiasts (Alan Chan & Anne Wang-Liu) in a two-part
video series to publish in alignment with a product still shoot featuring an elegant original
aesthetic, Tatler provided its readers a visually engaging and informative insider preview of
some of the upcoming auction's highlight items.
ACHIEVEMENTS
2,511
Page views
7x
Average page views on Tatler Hong KongPRINT ADVERTISING RATES & SPECIFICATIONS
Types Pages Rates (HK$) 6X 12X
Advertisements
Full Page (ROP) 1 113,000 107,400 101,900
Double Page Spread (ROP) 2 226,000 215,900 203,600
Special Insertion
Outside Back 1 178,400 169,400 160,600
Inside Back 1 135,500 128,800 122,000
IFC Spread 2 295,800 281,000 266,200
1st DPS 2 283,300 269,100 255,000
2nd DPS 2 271,860 258,300 244,700
3rd DPS 2 260,500 247,500 234,500
4th DPS 2 249,300 236,800 224,300
Ad Facing Around Asia 1 135,500 128,800 122,000
1st Ad Facing TOC 1 130,600 124,100 117,600
2nd Ad Facing TOC 1 127,800 121,400 115,100
3rd Ad Facing TOC 1 122,200 116,100 110,000
Masthead 1 118,700 112,700 106,800
Editor’s Note 1 118,700 112,700 106,800
Guaranteed Positions Non-Standard Advertising Booking Deadline Cancellation
Depending on availability of space Rates quoted are for basic process Six weeks preceding the month of publication. No cancellation accepted after 6 weeks
and subject to the following colours (Cyan, Magenta, Yellow & Closing Deadline preceding the month of
surcharges: Black). Rates for insert, special colours, For non-prime position, closing date for all publication. Bookings for fixed and prime
Fixed position: 20% loading metallic inks, gatefolds and other non- material is the first day of the month preceding position advertisements are non-
Page facing editorial: 15% loading standard advertising are available from the month of publication. cancellable.
the director.DIGITAL ADVERTISING RATES & SPECIFICATIONS Desktop Size Rates (HK$) Premium Billboard 970 (W) X 250 (H) CPM 1,500 Billboard 970 (W) X 250 (H) CPM 1,000 Large Leaderboard 970 (W) X 90 (H) CPM 600 Interscroller 1600 (W) X 800 (H) CPM 1,500 Half Page Ad (Persistent) 300 (W) X 600 (H) CPM 1,200 LREC (Persistent) 300 (W) X 250 (H) CPM 100 Floating Banner 970 (W) X 90 (H) CPM 1,200 Mobile LREC 300 (W) X 250 (H) CPM 600 Full Page Banner 320 (W) X 480 (H CPM 600 Interscroller 640 (W) X 960 (H CPM 1,000 Takeover Banner 640 (W) X 960 (H) CPM 1,500 Leaderboard 320 (W) X 50 (H) N/A Floating Banner 320 (W) X 50 (H) N/A Email Marketing One-Off Endorsed eDM (Full 25k Database] 45,000 eNewsletter Banner (Full 25k Database) 25,000 Branded Content, Advertorials Price upon request
MEDIA KIT 2021
For Sales & Advertising Enquiries:
+852 2859 4310
hksales@tatlerasia.comYou can also read
