BBC Worldwide, BBC Global News appoints Lewis PR

As the Singapore PR agency of record, Lewis PR will run an integrated communications campaign including media relations, digital marketing, events and press bureau.

The appointment was made following a pitch called in February that included several unnamed agencies in Singapore. It is a 12-month contract, beginning last month.

The campaign focuses on consumer communications for BBC Worldwide’s portfolio of pay-TV channels, which comprise BBC Knowledge, BBC Lifestyle, BBC Entertainment and CBeebies. These channels are available in Singapore on StarHub.

Other programmes broadcast on BBC Worldwide channels include Top Gear and Undercover Boss on BBC Knowledge; Great British Bake Off and Nigellissima on BBC Lifestyle; Call the Midwife and Doctor Who on BBC Entertainment; as well as pre-school favourites on CBeebies such as Mister Maker and Charlie & Lola.

Andy Oliver, senior vice-president, APAC at Lewis PR, told Campaign Asia-Pacific that the challenge lies in educating consumers about the types of programming available on BBC Worldwide and the news channel for different groups of viewer.

“Also, many consumers watch these great TV shows, but they don't know they are BBC productions, so we need to highlight that these well known programmes are BBC content,” he said.

Lewis PR will also support the business communications objectives for BBC Global News’ platforms BBC World News and bbc.com/news, the BBC’s commercially funded international news channels.

The campaign will increase awareness of monthly programming through trade and consumer media and will position BBC World News and bbc.com/news as an international multimedia news provider, bringing a global perspective to the Singapore viewers.

Oliver noted that its goal is to help both brands in increasing viewership and share of voice. “We want Singaporeans and expats to know these channels are an incredible source of information, education and entertainment,” he said.