In order to create impact and broaden exposure, CNBC Asia is using
illuminated buses in Hong Kong to convey the message that it is a
business channel from which people can watch and learn.
It's the first time that buses have been illuminated in this way for
advertising purposes.
The strategy behind the campaign was two-fold:
- reach the general SAR population to position CNBC as a business tool
for investors rather than just a financial channel; and
- create interest among the trade community.
Eighteen buses have been deployed they will be in operation for CNBC
Asia for six months.
The campaign has aroused much general interest and generated a
significant number of enquiries, said BBH's associate media director
Wang Huay Yeun.
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