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

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.

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