CNN gives weight to Hong Kong heritage in multimedia brand campaign

The campaign in Hong Kong is the most extensive the network has launched in one Asia-Pacific destination. The advertising initiative aims to reaffirm CNN’s prominence in the region, further raise brand awareness, and celebrate Hong Kong being home to its Asia-Pacific headquarters for more than 15 years.

The tagline “Stay ahead with CNN” looks to reinforce the message that the network is constantly ahead of the industry, ahead of competitors, and ahead of events happening around the world in bringing intelligent and relevant news content to its viewers.

“This new campaign is laser-focused on the Hong Kong market to reaffirm our heritage and ongoing presence here. We're confident that this multiplatform initiative will resonate well, due to the first-class creative execution and local consumer research on which it is based," Chris Dwyer, executive director, CNN Communications Asia Pacific, said.

CNN’s first ever terrestrial TV commercial in Hong Kong will run on the city’s biggest free English television broadcaster, TVB Pearl, during its primetime evening program lineup from 15 November to 15 December. The CNN channel is carried by Hong Kong cable operators Cable TV and now TV.

Acknowledging the fact that CNN’s local viewers are predominantly native Cantonese-speakers, the TVC is scripted, filmed and produced entirely in Hong Kong. 

To maximise coverage, the creative has also been executed on twenty public buses featuring the definitive Victoria Harbour skyline – a reference to CNN's heritage in Hong Kong. The broadcaser was established in 1995 originally in the Central area, and moved to Quarry Bay in 2000.

The campaign is also hosted as a banner ad on two of the most popular and high-traffic websites – Yahoo! Hong Kong and TVB.com.