Media Choice - April 2007

BBC For Maximum Brand Exposure?

With Melbourne's position as the sporting, cultural and major events destination of Australia, our focus was to take on the business events mantle and build on the annual A$1.2 billion (S$1.47 billion) economic impact events business for Victoria. A key focus was the launch of a TVC in Asia on BBC World in 2007, which was the first ever to be undertaken by an Australian Convention Bureau or Centre together with the Melbourne Exhibition and Convention Centre (MECC), to generate more conventions for Melbourne.

As a global news channel seen in 29,500 million households and 549,729 hotel rooms across the Asia Pacific Region, we felt that BBC World was the right platform to give us maximum brand exposure and to help us reach our target audience of key corporate decision makers.

The campaign consisted of more than 300 30-second TV spots on BBC World and was seen by nearly one million key corporate decision makers. The television commercials were shown in Singapore, Bangkok, Hong Kong, Jakarta, Kuala Lumpur, Manila, Taipei, India, Seoul, Sydney and Tokyo. They were also supported by an online campaign on BBCWorld.com. The site receives five million impressions and 750,000 unique users per month.