Bloomberg Businessweek launches consumer campaign created in-house

To build a connection of relevance and value to readers, Bloomberg Businessweek's first ad campaign in Hong Kong is promoting its financial, business, and current affairs content with two creatives titled 'Captivating' and 'Polished'.

Carl Fischer, Bloomberg's head of global advertising and marketing, based in New York, told Campaign Asia-Pacific the creatives highlight the "personality of the magazine" and are inspired by recent stories.

The work was developed by Bloomberg internally, and the campaign is also an announcement that the European and Asian editions of the magazine are available. The campaign's US component was launched late last year, and the Hong Kong rollout began on 3 May.

The campaign will run for the next four weeks on Airport Express—a railway line that links Hong Kong International Airport (HKIA) to the principal urban areas of the territory. "We believe that targeting business travellers will have the best ROI for our long-term campaign, Fischer said.

Backseat stickers, looping TVCs in train cars, and 25 lightboxes in the arrival and departure train platforms are featured in the mainly outdoor campaign, accompanied by print ads in the Wall Street Journal Asia.

Metrics to measure the success of the campaign are "awareness and perception", Fischer added, without giving specifics.

Credits:

Project: Bloomberg Businessweek Hong Kong rollout
Art direction: Keith Venkiteswaran (In-house)
Copywriting: Eric Hirschfeld (In-house)
Media Agency: None
PR Agency: WATATAWA (“Walk The Talk, Talk The Walk”)