Hainan Tourism launches international TV campaign

Hong Kong - Hainan, China's smallest coastal province, has launched a global television advertising campaign, with Hainan Tourism signing an exclusive partnership with BBC World.

BBC World's client solutions team developed the advertising campaign called Hainan - Island of Dreams, which will run until March 2008 on the channel's Asia Pacific and European feeds.

In Asia Pacific, the commercials will be available in 15 countries including Hong Kong, South Korea, Japan, Australia, New Zealand and South East Asia.

"Produced and filmed on location by our own creative team, we believe this campaign demonstrates how BBC World can deliver client messages to the right audiences in a remarkable way," Jonathan Howlett, director of advertising sales for BBC Global Channels said in a statement.

Zhang Qi, tourism director for Hainan Provincial Tourism Administration said: "The major industry on the eastern coast of Hainan Island is tourism. We are keen to launch an international television campaign to attract the global traveller to visit the island."

"We have found the right partner in BBC World - they understand our requirements perfectly and are able to creatively make our vision turn into reality with the commercial," he added.

BBC World's other key Chinese clients include Beijing Tourism, Air China, Hangzhou Tourism and Tianjin Economic Development Board.