Asiaweek kicks off trade push to focus on change

<p>HONG KONG: Asiaweek has kicked off its trade advertising campaign </p><p>to promote its new look and editorial direction, which it had earlier </p><p>likened to "Vanity Fair meets Red Herring meets Fortune". </p><p><BR><BR> </p><p>Four executions have been developed for the trade, with each ad </p><p>profiling a different part of its "affluent readership base". By </p><p>contrast, the consumer ads are taking real-life stories from the </p><p>magazine to demonstrate the changing Asian business environment. </p><p><BR><BR> </p><p>The consumer campaign will be translated into 30-second TVCs, which will </p><p>air on CNN, Discovery, MTV and BBC in early May. </p><p><BR><BR> </p><p>The campaign also marks the appointment of M&C Saatchi's Hong Kong </p><p>office as Asiaweek's communications partner. </p><p><BR><BR> </p>