Find the 'key' to a Volkswagen Golf in ST

This year's brand campaign focuses on how the various sections found in The Straits Times and The Sunday Times - Home, Money, Forum, Taste and Relax - play an integral role in a reader's life.

The campaign serves to communicate the newspaper's commitment in providing best quality content to the 1.44 million readers* who make The Straits Times brand a part of their lives.
[I]*AC Nielsen Media Index 2008[/I]

The campaign shows that, from social issues close to home, daily global business news, different perspectives and discourse by readers in the forum section to relaxing lifestyle stories, The Straits Times is the key source of many things that matter to Singaporeans and those who have made this city their home.

For over six weeks, the five-part campaign series can be seen on SPH's newspapers - The Straits Times, The Business Times, The New Paper and my paper - as well as on SPH MediaBoxOffice's digital outdoor network, the largest in Singapore.

[B][U]The 'key' to a Volkswagen Golf (15 - 21 Aug)[/B][/U]

Readers can look forward to a chance to win a Volkswagen Golf 1.4 TSI in a contest that will start on Saturday 15 August.

To participate, readers have to search for 7 Volkswagen "keys" hidden in The Straits Times from 15 - 21 August. Only one key will be hidden each day. There will be clues provided to guide readers to the sections the key is hidden in each day.

Readers need to collect all 7 keys, cut them out and paste them on the entry form found in The Straits Times on 15, 16, 21 and 22 August. They must drop their entries at a secret event venue on 22 August, the very same day the venue will be revealed in The Straits Times.

During the highlight of the event, Singaporeans will be able to witness Asia's most powerful magic duo, J C Sum & 'Magic Babe' Ning, attempt their biggest teleportation mega illusion - 'Destination X' - by teleporting a full-sized 1.2 ton Volkswagen Golf 1.4 TSI in 8.5 seconds from one location to the stage where it will then be presented to the grand prize winner.

The Volkswagen Golf 1.4 TSI, sponsored by Volkswagen Group Singapore Pte Ltd, is worth $68,000 (excluding COE, road tax, insurance, radio licence, IU unit and GST).

"The Golf is Volkswagen's most popular car model and, just like The Straits Times, has become very much a part of Singaporeans' lives," said Mr Leon Gumpert, General Manager, Sales Singapore at Volkswagen Group Singapore. "Volkswagen and The Straits Times are brands with a successful history and a reputation of trust. It is our privilege to be partnering SPH in this event for the third successive year."

[B][U]Online readers contest (6 - 27 Aug)[/B][/U]

In addition, a 3-week online promotional contest - "The Straits Times : A Part of My Life" - was launched on 6 Aug. The contest aims to promote The Straits Times tagline "a part of my life" by inviting readers to contribute on how the newspaper is a part of their lives. Readers simply need to type in their answers which will appear as 'headline news' on a sample front page of The Straits Times and submit their entries online. Each entry is limited to 60 words.

$10,000 worth of prizes are up for grabs, including a 50 inch plasma TV, cameras, phones, game consoles and mini laptops.
The online contest runs across the SPH AsiaOne Network, including straitstimes.com, between 6 to 27 August 2009.

Editor of the The Straits Times, Mr Han Fook Kwang, said: "We are very grateful for the support of our readers all these years -- all 1.4 million of them who read us every day. We've tried over the years to make The Straits Times relevant to them and, wherever necessary, to make changes to the paper to meet their changing needs. We will continue to find way to improve our coverage both in print and online so as to grow our readership."

[IMG]http://www.oneshift.com/showroom/uploadimages/resized-2009081512011147.jpg[/IMG]
[I](From left) Mr Leon Gumpert, General Manager, Sales Singapore, Volkswagen Group Singapore, with Mr Han Fook Kwang, Editor of The Straits Times[/I]

Credits: JRC