One STAR Experience
O ne of the leading broadsheets in the country, The Philippine
STAR continuously reinvents and transforms how to deliver news, information and entertainment to its readers. For three decades, The STAR has enjoyed wide readership and trust from the public and advertisers alike. What kept The STAR relevant throughout the years is its ability to adapt and innovate in the ever-changing media landscape.
Transforming the print experience into an integrated multimedia platform, The STAR aims to deliver that One Star Experience — making use of complementary marketing strategies achieved through integrated efforts of print, digital and television. It was the vision of The STAR Executive Vice President Lucien Dy Tioco (LDT) to take the bold move of reengineering how The STAR would deliver.
The credibility of the newspaper allowed it to take the risk to jump to other media platforms, such as television, enjoying the trust of longtime advertisers while building new connections. Furthermore, in this age of digitization, The STAR saw it as an opportunity to challenge marketing efforts and information dissemination. As LDT always say, “What if”
and “Why not do this.” DIGITAL PLATFORMS
In this age of technology, The STAR restlessly explored the online world as an avenue to have a wider reach of audience. Rebranded as “the
newspaper of the future,” The STAR gave
philstar.com a massive rebranding, Philstar 2.0 offering Read It! Live It!, which is an augmented reality app. It received both the 2013 Quill Award of Merit for Special Events External and the 2014 Anvil Award of Merit for Events and Activation.
The STAR also maintains a huge following in social media platforms such as Facebook, Twitter, Instagram and Pinterest, keeping up with the tides of “news-as-it-breaks” type of reporting. It also created digital counterparts of popular STAR Lifestyle sections, Young Star and YSTYLE. Catering to the millennials,
www.youngstar.ph serves as a platform to the consciousness of the youth, their voice as a generation, their passion and opinions. On the other hand, www.itsonystyle.com will soon take the web, creating edgy fashion editorials using five-minute web-only Fashion Shorts videos as one of its mediums. Meanwhile,
gist. ph keeps readers up- to- date with the latest events happening in the city. Its print counterpart comes out once a month offering
fresh editorials on special events and lifestyle happenings.
Television
Focused to deliver the One Star Experience, LDT took the confident move to explore television as one of its platforms and efforts to reach a wider audience. He thought of transforming the editorial print contents from popular sections of the newspaper into informative as well as entertaining TV shows.
Modern Living TV is a 30-minute weekly show aired on ABS-CBN News Channel (ANC) and The Filipino Channel (TFC), which features modern living spaces, the latest real estate developments, state-ofthe-art amenities and new master-planned communities. Hosted by Bianca GonzalesIntal and Stephanie Zubiri-Crespi, Modern
Living TV enjoys its success in television, now six seasons-strong.
Wheels TV has also driven from print to television. It features the latest and chicest cars, interesting tips on vehicles and motoring insights. Hosted by Matteo Guidicelli with STAR Motoring editor Manny de los Reyes and WheelsTV
columnists, Ulysses Ang, Kap MacedaAguila, lawyer Karen Jimeno and Angel Rivero, the show airs on ABS- CBN Sports+Action channel, enjoying its third season now.
Let’s Eat TV is a 30- minute show on delectable dishes hosted by food blogger Spanky Enriquez and The
STAR Life columnist Stephanie ZubirCrespi. It is based on the monthly food magazine of The STAR that features the latest restaurants and mouthwatering masterpieces and culinary geniuses.
The award-winning show Single/Single is a romantic-comedy mini series that is a fresh take on financial literacy for millennials. Starred by Matteo Guidicelli and Shaina Magdayao, the collaboration project with Cinema One challenges the typical ways of how Philippine TV does TV series. It won two 2016 Quill Awards of Excellence for Communication Management Program and for Corporate Social Responsibility. It also won Quill Award of Merit for its social media campaign. The 2016 Silver Anvil Award for PR Program in Education and Literacy and the Merit Award in the 2016 PANAta Marketing Effectiveness Awards were also bestowed on the show. Single/Single’s wealth management commentaries are integrated with the column of STAR
Business columnist Francis Kong. For next year, The STAR is already preparing a whole new line-up of TV shows to cater to different audience of different ages and interests. Other media plat forms
Standing where people are, The
STAR has also explored a couple of out- of- home (OOH) advertising solutions such as LED billboards along ESDA- Boni Ave. and touchscreen Newspods in selected malls. These platforms flash the latest news happening as well as advertisements.
The STAR has created an advertising solution team called Stellar to think of new ways on creating fresh content and innovative marketing efforts. Through the integrated undertakings of PhilSTAR Media Group, The STAR takes a whole new role. More than being a credible source of news, information and entertainment, it has evolved into multimedia platforms creating and catering engaging and relevant content in this new age.