Bloomberg Television launches its largest regional campaign

The integrated campaign, which will run for four weeks, includes outdoor advertising in Raffles MRT in Singapore, print ads in key business titles including the Financial Times and Wall Street Journal, as well as a co-branded radio campaign in Singapore with Starhub on Class 95FM.

Following its launch in Singapore, the campaign will be rolled out across other ASEAN markets.

This follows the recent launch of Bloomberg’s Television’s flagship studio in Singapore, which will serve as the heart of its broadcast coverage in Southeast Asia, as well as its expanded ASEAN coverage. 

The creative work, which was developed in-house, seeks to raise the profile of Bloomberg Television in the region, as well as challenge perceptions of its on-air content.

“Most people look at us as just a pure financial TV channel, but if you actually watch us, we are more than that,” said Parry Ravindranathan, head of Bloomberg TV Asia. “We have various mix of programming, which most people don’t know. This is to educate the viewer about Bloomberg TV and increase viewership.”

This is the first time Bloomberg TV has placed so much emphasis on promoting its on-air talent in an ad campaign. The outdoor advertising in Raffles MRT directly promotes its anchors, accompanied by a filmstrip of static images of its programming.  

Gary Groenheim, commercial director at Bloomberg TV, said the campaign aims to reflect the “bright, bold, energy” of Bloomberg TV’s programming.

"This campaign is very much about movement and motion,” he said. “It underscores our unique attitude and tone of voice.”