ASIA-PACIFIC A major year-end initiative has been rolled out for Millennium Hotels and Resorts (MHR), targeting frequent travellers.
The online and on-air push was launched by MEC in mid-November, and will be extended through a partnership with the Time Warner Group.
A microsite featuring puzzle games and prizes is supported by a 30-second TVC and 15-second TV vignettes airing on CNN International. Print ads in Time and click-through ads on www.cnn.com and www.cnn.com/international link to the site. "The site gives consumers a positive reason to actively engage with the MHR brand, raise top-of-mind recall and prompt actual bookings,"said Connie Chan, managing partner at MEC Global Solutions.
