Asiaweek kicks off trade push to focus on change

HONG KONG: Asiaweek has kicked off its trade advertising campaign

to promote its new look and editorial direction, which it had earlier

likened to "Vanity Fair meets Red Herring meets Fortune".

Four executions have been developed for the trade, with each ad

profiling a different part of its "affluent readership base". By

contrast, the consumer ads are taking real-life stories from the

magazine to demonstrate the changing Asian business environment.

The consumer campaign will be translated into 30-second TVCs, which will

air on CNN, Discovery, MTV and BBC in early May.

The campaign also marks the appointment of M&C Saatchi's Hong Kong

office as Asiaweek's communications partner.