HBO unveils $2m push for Band of Brothers series

<p>SINGAPORE: Entertainment channel HBO Asia has rolled out a </p><p>US$2 million regional campaign to trumpet next month's premiere </p><p>of the US$120 million Steve Spielberg and Tom Hanks' </p><p>collaboration Band of Brothers. </p><p><BR><BR> </p><p>HBO Asia director of marketing Caroline Wong said the marketing drive </p><p>included an advertising campaign, on-air promotion, and sales and </p><p>promotional activities with affiliates. </p><p><BR><BR> </p><p>The channel is spreading the budget across its major markets, including </p><p>Hong Kong, Singapore, Indonesia, Malaysia and the Philippines. </p><p><BR><BR> </p><p>Wong said the advertising campaign, launched through a combination of </p><p>outdoor, print and radio, will intensify closer to the October 27 </p><p>premiere of the mini-series, the channel's most expensive production to </p><p>date. </p><p><BR><BR> </p><p>She said the integrated marketing campaign featured a uniform visual for </p><p>the novel, soundtrack, print advertisements and marketing </p><p>collateral. </p><p><BR><BR> </p><p>Along with advertising, HBO has teamed up with bookstores to highlight </p><p>the mini-series, which is based on Steve Ambrose's novel of the same </p><p>name. </p><p><BR><BR> </p><p>Wong said the channel was also using the opportunity provided by the </p><p>10-part wartime series to grow its subscriber base across the </p><p>region. </p><p><BR><BR> </p><p>The channel, which turns 10 in Asia this year, has close to four million </p><p>subsribers across its 20 markets in Asia-Pacific. "There is still strong </p><p>upside for growth in Asia," Wong said, pointing to Singapore as an </p><p>example. </p><p><BR><BR> </p><p>She said Singapore's cable penetration rate was 12 per cent against the </p><p>estimated 40 per cent of homes which can afford cable services. </p><p><BR><BR> </p>