SATELLITE & CABLE BRIEFING: ESPN kicks off events-driven strategy

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