The main catch is Susan Li, who joined CNBC's on-air team from rival broadcaster Bloomberg television in November 2013. Li was Bloomberg's main host in Asia since 2006.
Together with Bernie Lo, also a past veteran of Bloomberg, Li will co-anchor the network’s flagship morning program Squawk Box from 7 to 10 am from CNBC’s Hong Kong studio.
Newly-added morning shows will include: The Rundown from 6 to 7 am, hosted by Adam Bakhtiar from the Singapore Exchange (SGX) and Street Signs from 10 am to noon, anchored by Oriel Morrison and Martin Soong.
The network promises a more dynamic experience that will move "seamlessly" between on-air and digital platforms, according to John Casey, senior vice president of international news and programming at CNBC.
An outdoor advertising campaign titled 'New Look, New Programming, New Experiences' will appear online and on TV ads across the network, accompanied by print ads in daily newspapers including the South China Morning Post and Wall Street Journal Asia. The presenter-centric creative will also feature prominently on trams and bus shelters in Hong Kong as well as on Singapore train lines that run through the central business district.
The campaign starts tomorrow and will run until May. This is the latest in a series of strategic moves made by CNBC in Asia Pacific, including the launch of a new bureau in Beijing and the addition of a new feature program, Inside China.