Are You Raya-ready?

Campaign Period: 10 April to 25 April 2023

Festive seasons offer an ideal opportunity for community campaigns to capitalise on the lively atmospheres and promote brand goodwill. Recognising this, we identified an opportunity for The Star to build upon our past festive initiatives and establish a strong presence in the minds of our readers during the Hari Raya season.

Solution
We implemented a dual strategy focused on engagement and community. In anticipation of Hari Raya, we redesigned The Star’s front cover as a special festive edition, providing readers with guidance and materials for creating their own sampul Raya. Chosen readers who submitted photos of their families with their finished sampul Raya via WhatsApp were given the opportunity to be featured in a dedicated article within The Star.

The jacket wrap which featured instructions and materials for readers to fold their own sampul Raya:
Packing in the Raya Joy: https://www.thestar.com.my/lifestyle/living/2023/05/20/packing-in-the-raya-joy
Additionally, we established collaborations with Putrajaya Holdings and MyKasih Foundation to contribute essential groceries and duit raya worth RM50,000 to 200 families within the B40 category. To accommodate this strategic initiative, we integrated design elements from Putrajaya Holdings and MyKasih Foundation into the festive cover. The cover also featured interviews with both partners and the beneficiaries.

The jacket wrap which featured elements from our campaign partners:

FORMAT	–	Tabloid
TYPE AREA	–	Full Page	:	37cm (h) x 26.1cm (w)
		Column Per Page	:	8 Columns
		*Centrespread	:	37cm (h) x 54cm (w)
		**Broadsheet	:	54cm (h) x 36cm (w)

Column	One	Two	Three	Four	Five	Six	Seven	Eight	Ten**	Sixteen*
Width	3cm	6.3cm	9.6cm	12.9cm	16.2cm	19.5cm	22.8cm	26.1cm	36cm	54cm

1. Base material	Newsprint – neutral in colour Newsprint characteristics with standard Lab value Backing L* a* b* Black 82 0 3 White (85) (1) (5) Max tolerance in production: L4 a2 b*2
2. Newsprint	42 g/m2
3. Ink densities	Cyan 0.90 Magenta 0.90 Yellow 0.90 Black 1.10 Tolerence ± 0.05 for all colours , above zero paper base.
4. Colour sequence	Cyan – Magenta – Yellow – Black
5. Screen ruling	100 lines per inch
6. Dot shape	Eliptical P dot.
7. Screen angles	Cyan 15º Magenta 75º Yellow 0º Black 135º
8. Scanning resolution	300 dpi
9. Maximum ink density	220% for 4 colour printing & only 1 colour may be solid 160% for 2 colour printing & only 1 colour may be solid This is to improve trapping and reduce set-off, lost details and smudging.
10. Proofing standard	IFRA standard profile for newspaper printing – ISO 12647-3 ISOnewspaper26v4.icc for colour profile ISOnewspaper26v4_gr.icc for grey scale profile
11. Dot gain	Dot gain of 26% at the 50% dot area.
12. All line copies	Minimum 7 points, except for legal & proclamation ads (minimum 5.5 points) Recommend sans serif typeface for greater clarity & readability
13. Reversed text on colour	Minimum 12 points for BW sans serif typeface is recommended. Minimum 14 points for 4 colour printing Not to be positioned within screen areas less than 70% nor in yellow / light colour background
14. All rules & character strokes	Minimum 0.5 points Thin rules & small light typeface lettering/text should be restricted to single colour solid printing
15. Point to check	Overprint & Knockout trapping
16. Colour ads	Do not contain Spot, LAB or RGB colours. Please convert Spot / Pantone colours to CMYK
17. Format & Compatibility	Acrobat 6 and above (PDF 1.5) without crop marks and bleed. Ensure file can be separated correctly.
18. For Grayscale images	Highlight 7% to 9% Shadow 85% to 90%
19. The background	On which the text is to be printed on should be hollowed out. Text should be boldface sans serif typeface.

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