ESPN Star Sports has rolled out its Get Ahead of the Game marketing
campaign to promote the channel's integrated communications efforts to
marketers.
The sports network has been pushing for a higher profile in the region
after the Asian crisis, sharpening its competitive edge by offering
fully integrated marketing solutions to advertisers.
ESPN Star Sports senior advertising and integrated sales VP Chris
McDonald told MEDIA that the advertising sales strategy had been
developed from the channel's three unique selling points: rich reach,
flexibility and integration.
With six feeds in the region, on-the-ground events have played a
significant role in the way ESPN was working with marketers to expand
their regional and local presence.
Flexibility was crucial for the multiple marketing efforts of
advertisers, as marketers now wanted to deliver their ad messages in
more compelling ways besides TV, said Mr McDonald.
Citing the Standard Chartered Marathon, he said on-the-ground events
allowed marketers more interaction with consumers.
The Internet was also a vital communications platform, which allowed
audience to interact with brands at events and programmes. Mr McDonald
said the espn.com site plans to create more interactive elements for
consumers.
Meanwhile, ESPN Star Sports has renewed its distribution deal with Astro
in Malaysia.
