Aug 14, 2019
The National Day Parade is a source of pride for Singapore, and the SPH National Day supplement is a source of pride for SPH.
A special 32-page NDP supplement came with The New Paper, with 24,000 copies distributed to those who attended during the rehearsals, the actual show on Aug 9, and at the heartland shows on Aug 10.
There was also something special on the cover of the supplement as well.
Sharp-eyed recipients noticed that there were three different covers, each with a distinct look. Three variations of the cover featuring SPH Radio DJs were printed on 170gsm woodsfree paper.
The result was a vibrant eye-catching 4pp wrap, a feat achieved thanks to variable printing by the HP Digital Press.
This is a 22-inch roll-fed press featuring High Definition Nozzle Architecture (HDNA) Thermal Inkjet technology, which uses 2400 nozzles per inch native resolution.
It can print on coated and uncoated paper ranging from 40 to 250gsm, so it is suitable for a range of print applications such as commercial, marketing collateral, magazines, books, and catalogues.
With this, there are also opportunities for multi-channel communications, branding, direct mail and creative services business.
Head, Operations of SPH Integrated Marketing Lam Wy-Ning added: “Besides allowing the advertiser to vary advertisement messages, it also allows the advertiser to geo-target their audience.
“For example, if a furniture client wanted to market their special deals, the advertisement in ST could have furniture that is curated for homes for copies going into HDB homes, and for copies going to offices, it could be about office products.”