Smart Media

<p>Singapore went mammoth-crazy recently, courtesy of Discovery </p><p>Channel Asia and its special, two-hour documentary, Raising the </p><p>Mammoth. </p><p><BR><BR> </p><p>The documentary captured the dramatic expedition and airlift of the </p><p>remains of a woolly mammoth that had been trapped in a Siberian icefield </p><p>for more than 20,000 years. </p><p><BR><BR> </p><p>To promote the programme, Discovery deployed a multifaceted off-air </p><p>campaign, which included a mammoth truck that travelled up and down </p><p>Orchard Road. </p><p><BR><BR> </p><p>The truck carried a giant crate with huge tusks protruding from it. The </p><p>crate is a reconstruction of the real container that transported the </p><p>ice-encased mammoth to its new home - an ice cave in Khatanga. </p><p><BR><BR> </p><p>Other activities included a BP Singapore lucky draw, Haagen Dazs woolly </p><p>mammoth ice cream cakes and a National Library Board preview of the </p><p>documentary. </p><p><BR><BR> </p><p>- Submissions for Smart Media should be sent to Ms Suzanne Miao at </p><p>MEDIA, 11/F McDonald's Building, 48 Yee Wo Street, Causeway Bay, Hong </p><p>Kong. Please send visuals of your nomination, as well as a comment on </p><p>why you thought it worthy of inclusion in the Far Eastern Economic </p><p>Review's Smart Media column. </p><p><BR><BR> </p>