HONG KONG: Action and adventure network AXN Asia has increased its
sales and marketing team by 50 per cent in the Asia-Pacific region,
while expanding its offerings to advertisers to include integrated
marketing packages.
AXN managing director, Todd Miller, said: "We are going to introduce a
local feed to Singapore later this month. The idea is to give our
advertiser more. This means in Asia advertisers can buy regionally or
locally, or in any combination. We're kicking off this offer with the
AXN Challenge in Singapore."
He added AXN is also offering integrated marketing packages, which
include airtime, online advertising and on-ground promotions.
Advertisers such as Volvo and Martell have since signed on for the
service.
"Our advertisers are beginning to demand more. We get requests for
integrated marketing offers and AXN can deliver this. It allows us to
provide more opportunities for advertisers," said Miller.
He noted that with viewership numbers hitting the 22 million mark, the
network was also hiking up its advertising rates, "although they remain
competitive and affordable".
AXN also launches its "Buzz" campaign both on-air and online this
month.
The campaign, which targets both consumers and trade professionals, is
AXN's first branding initiative.
The network earlier launched a new on-air look, which Miller added was,
"testament to AXN's parent company, Sony Pictures", and featured
integrated graphic elements for each country, and targetted "generation
X" viewers.
"The cable and satellite market remains untapped in Asia and we are
bullish on its future. The development of multimedia market leaves a lot
of room for growth," said Miller.
