Part of its ‘Uniquely Singapore weekend’ campaign, the 20 travelogues will be shown at 11:30pm before the late news on TVB Jade beginning tonight. They will feature holiday tips, including entertainment, hotels, shopping, dining and clubbing. TVB also provide a research team, two of their artists Yeung Sze-Ki and Timmy Hung are hosting programmes.
“TV coverage is very expensive - even our total spend on TV ads on now TV, Roadshow and Focus Media is less than running TVCs on TVB,” said Ellen Wong, area director, Hong Kong and Macau, for the Singapore Tourism Board. “The price of the travelogues is better value-for-money and we are keen to try a new marketing platform.”
She added: “We have co-produced travel programmes with TV stations in the past, but often found we have no control of the editorial content, hence the programmes were not so comprehensive.”
Y&R and media agency Starcom are the agency partners for STB, though Bentley Communications worked on the TVB media placement.
