CNN, Time and Fortune have teamed up with the Pacific Asia Travel Association (Pata) and advertising agency TBWA-ISC Malaysia to spearhead a US$1mil integrated marketing campaign to restore confidence in travel and tourism in the Asia-Pacific region.
CNN said the two-month campaign, starting this month, was developed by TBWA-ISC and would comprise a series of TV commercials to air on CNN International's Asia Pacific and European feeds, with a print campaign in Fortune's international editions and Time's international and US editions.
Steve Marcopoto, president and managing director of Turner Broadcasting System Asia Pacific (CNN International's parent company), said in the statement: “At a time when consumer confidence is low, we want to mobilise the media resources we have and take meaningful, proactive steps to help reinvigorate travel and tourism in the region.
“We are extremely pleased at how quickly this came together because of a shared goal between all parties involved to help drive business recovery.”
Andrew Butcher, president and publisher of Time and Fortune Group International, said: “Time and Fortune are eager to support the travel industry at this vital time.
“We are confident this campaign will stimulate inter-region travel as well as the Asia Pacific region, and we are happy to play a part in reviving tourism.”
Pata president and chief executive officer Peter de Jong said the campaign dovetailed perfectly with Pata's Project Phoenix, which was announced in May.
The project's objectives are to restore consumer confidence in the travel experience, create a consistent single voice for travel and tourism in Asia Pacific and drive business back to Asia Pacific destinations.
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