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.
