UBS targets leaders in branded content campaign

Asia Pacific - UBS is targeting high net worthers with a new branded content thought leadership campaign themed "21'st Century Leadership" it launching through CNBC. 

The campaign was launched from mid-April and will run till mid-July with the second spurt to begin from end of August to mid October.

The series of programs examine current economic issues in Hong Kong, China, Singapore and Australia and feature interviews with top business leaders and politicians to explore how these industries help the regional economy grow and advance into the 21^st Century.

The accompanying microsite includes weekly specials and updates of the program and features exclusive UBS content as well as an interactive forum for viewers to voice their opinions.

"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 21^st 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 for UBS said.

"The series will enable UBS to demonstrate to a senior and influential audience the impact of pertinent issues affecting this region, and how business and corporate leaders are able to make an impact in the growth of this region," Adrian New, senior vice president, advertising sales, CNBC Asia Pacific said.

The Hong Kong series will discuss issues and developments 10 years after the handover to China and look at how the handover has impacted the city in terms of infrastructure, heritage, leaders and its people.