CNN International has launched a multi-platform promotional campaign in Hong Kong. The new campaign is active across popular Hong Kong websites, as well as local cable television (watch the commercial further down in this post) and buses (pictured below - click to enlarge). All the details from CNN's full press release below.


CNN Press Release: CNN International, the world’s leading global 24-hour news network, has announced the launch of a major multimedia brand campaign in Hong Kong, the most extensive the network has seen in one Asia-Pacific destination. Combining on-air, online, and on-the-ground efforts, this unique and innovative advertising initiative aims to reaffirm CNN’s prominence in the region, further raise brand awareness and, most importantly, celebrate Hong Kong as home to the network’s Asia-Pacific headquarters for more than fifteen years.

Using the tagline “Stay Ahead with CNN”, the new campaign reinforces the message that CNN, like its audience, is constantly ahead of the game – ahead of the industry, ahead of competitors, and ahead of events happening around the world – in bringing intelligent and relevant news content to its viewers worldwide.

“This new campaign is laser-focused on the Hong Kong market, delivering two key messages to millions of new and existing viewers across the city; to highlight how the CNN brand enables consumers to stay ahead in business and in life, and to reaffirm our heritage and ongoing presence here. We're confident that this multiplatform initiative will resonate well, due to the first-class creative execution and local consumer research on which it is based" said Chris Dwyer, Executive Director, CNN Communications Asia Pacific.

CNN’s first ever terrestrial TV campaign in Hong Kong will run on the city’s biggest free English television broadcaster, TVB Pearl, reaching over 2.7 million* Hong Kong people during its primetime evening program lineup, from November 15 to December 15, .

Scripted, filmed and produced entirely in Hong Kong, the commercial showcases how watching CNN gives audiences a competitive edge, enabling them to 'stay ahead' in every aspect of their everyday lives, whether at home, at work or at play. It also highlights the power of CNN anytime, its news content made easily accessible via multiple platforms on television, online, and on mobile.



Acknowledging the fact that CNN’s Hong Kong viewers are predominantly native Cantonese-speakers, the TV advertisement is also available in local language and hosted as a banner ad on two of the most popular and high-traffic websites in Hong Kong – Yahoo! Hong Kong and TVB.com.

To maximize coverage, the all-encompassing “Stay Ahead with CNN” campaign is further creatively executed on twenty public buses. Running across Hong Kong, the creative features the city’s definitive Victoria Harbor skyline – a reference to CNN's heritage in Hong Kong.

CNN’s Asia-Pacific headquarters was established in Hong Kong in 1995, originally in Central, and since 2000 in the city’s media hub of Quarry Bay. The channel is carried by Hong Kong cable operators Cable TV (Ch. 74) and now TV (Ch. 316). CNN was also the first 24-hour international television news network in Asia and the first to open a bureau in China, in Beijing in 1987.


Notes:

* Data source: Synovate Media Atlas Hong Kong Q32010-Q22011