CNBC works on brand building for UBS

Singapore - UBS' sponsorship with CNBC has seen the broadcaster rolling out an integrated marketing campaign it developed for and launched with the financial services company for its thought-leadership engagement campaign.

Themed ‘21st century leadership', the campaign addresses current economic issues in Singapore, Hong Kong, Australia and China and is split into two periods with the first running from mid-April to mid-July, and the second one from end-August to mid-October. The campaign contains both on-air and online elements with interactive portal and viral marketing components.

The on-air element involves the sponsorship of a series of programs, which feature issues in the region and their impact on the economy. On-air spots and UBS thought leadership vignettes are also included. For the online element, a microsite that features UBS content in 120-second vignettes and an interactive forum for viewers has been developed, with a viral marketing component built in to push brand presence amongst CNBC's viewers.

"This exclusive sponsorship with CNBC is a key aspect in our integrated marketing campaign. It is a distinctive approach that enables us to reach and engage our target group as it is relatively similar to that of CNBC. This new series, which focuses on leadership of the 21st century, will help UBS position itself at the forefront of thought leadership in the banking industry," Seraphina Wong, regional head of brand management, Asia Pacific, UBS said.