BBC gets creative in China

Singapore - BBC World has launched a new global ad campaign named 'Get a Clearer picture' for the new season of Inside China - a themed series of news reports, documentary and factual programmes.

The RedCard created tune-in campaign starts in March and is an extension of the 'Story Behind The Story' brand campaign which ran in 2007. The accompanying print and online creative executions will be seen throughout APAC in the Economist and Asia Wall Street Journal, as well the South China Morning Post in Hong Kong and the Business Times in Singapore. The Financial Times in Europe will also carry the tune-in advertisement.

"This latest tune-in campaign to accompany the Inside China season, reinforces the channel's journalistic excellence and promises viewers programming which will highlight some major economic, political and social changes involving China in recent times, Terri Seow, BBC World's head of marketing APAC, said.

The upcoming season examines the impact of China's economic growth and the Beijing 2008 Olympic Games, it includes a series called ‘Chinese School' which examines issues and priorities a Chinese school faces as well as ‘White Horse Village' which addresses the challenges of industrialisation.