Southern Weekly南方周末 · News & Media新闻传媒 · 15 consecutive years of collaboration; this page presents 2025 project samples连续15年合作（本页展示2025项目样本）
For 15 consecutive years, bringing every important issue into the public conversation it deserves.连续15年，把每一个重要议题送进它应在的公共讨论场
An annual issue system that helps substantial ideas travel beyond the conference room and remain findable after the event.从品牌、消费、金融与科技，到文化、公益、企业责任和ESG，明通新闻专线不是机械转发通稿，而是持续帮助南方周末把有分量的观点，变成媒体愿意采用、公众能够搜索、行业可以继续引用的内容资产。
CASE 42案例 42
Company records; the stated 15-year relationship and public-use authorization should be reconfirmed before release.公司在册项目材料
Company records; the stated 15-year relationship and public-use authorization should be reconfirmed before release. Images and client identifiers are used only within the applicable project-rights boundary.公司在册项目材料。图像及客户识别仅在项目权益边界内用于能力说明。
Case anatomy案例解剖
Look beyond what was made. See why each decision was made.不只看做了什么，更看为什么这样做。
01
The real challenge真问题
A calendar of conferences, rankings, and research releases can become a stream of disconnected announcements. Southern Weekly needed a disciplined communication path that translated complex public issues for different readers and media without losing their substance.客户需要在明确的业务边界内，把分散任务组织成消费者容易理解与行动的传播路径。
02
The decisive insight关键洞察
A conference, ranking, or research report is not one news hook but a portfolio of public issues. Ideas endure only when the same project is reframed as multiple questions and entry points that distinct audiences and media can understand.大会、榜单和研究报告不是一个新闻点，而是一组可以被重新组织的公共议题。 只有把同一项目拆成不同问题、不同读者和不同媒体都能理解的新闻入口，思想才不会随着会场散场而消失。
03
The core idea核心创意
Build an annual issue matrix, then turn each major initiative into a set of credible media angles—using authoritative outlets for public trust, specialist media for decision-making audiences, and searchable content for long-term discovery.用一个清楚、可识别、可延展的创意主张，统一内容、媒介、体验与后续承接。
Integrated action整合行动
Integrated action整合行动
Every action has a role, and every role advances the same brand outcome.每个动作都有角色，共同推动同一个品牌结果。
01
先建立年度议题矩阵
02
把“一篇稿”拆成多个可采用的新闻角度
03
用权威媒体建立公信力，用垂直媒体进入决策圈
04
让新闻发布继续为搜索与GEO工作
05
每一条结果都可回收、可核验、可复盘
01
Built an annual matrix of priority issues before planning individual releases.
02
Turned each source article into multiple adoptable news angles for different audiences.
03
Used authoritative media to establish credibility and specialist media to reach relevant decision-making circles.
04
Structured releases to continue supporting search and generative-engine discovery after publication.
05
Collected each placement and result for verification and review.
Results & evidence结果与证据
State the results clearly—and the evidence boundary with equal clarity.结果分层说清，证据边界也一起说清。
01
项目材料记录了相应交付与传播成果；公开展示以已完成授权与口径核验的内容为准。
01
The source materials record communications delivery across multiple major issue and conference programs.
02
Publication counts and project-period search visibility require the stated methodology and authorization before public disclosure.
What this proves它证明什么
Why this case matters案例价值
The recorded process connects annual issue planning, editorial reframing, media-tier selection, search continuity, and placement verification.这个案例展示了明通如何围绕“连续15年，把每一个重要议题送进它应在的公共讨论场”，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
Addressing the perception that Beijing Daxing is too far, Meantime shifted focus from distance to total travel time, highlighting efficiency across the entire journey.面对“大兴机场离市区远”的固有印象，明通没有回避距离，而是把消费者真正关心的问题，从公里数转向总耗时。
南方航空品牌增长与年度传播内容与体验激活
China Southern AirlinesBrand Growth and Annual CommunicationContent and Experience Activation
As international travel resumed, Meantime paired route information with an emotional invitation to rediscover distant destinations.国际航线重启时，用户缺的不是一条航线通知，而是再次出发的情绪许可。
海南航空品牌增长与年度传播内容与体验激活
Hainan AirlinesBrand Growth and Annual CommunicationsContent and Experience Activation
Meantime organized travel, dining, shopping, transfers, and passenger care into ten content phases under the Fly via Guangzhou platform.以“经广飞 Family”统一出行、餐饮、购物、接机与暖心服务，持续经营十个旅客场景。
广州白云国际机场品牌增长与年度传播内容与体验激活
Guangzhou Baiyun International AirportBrand Growth and Annual CommunicationsContent and Experience Activation
