HBO unveils $2m push for Band of Brothers series

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

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