Cathay pacific extends Time Warner relationship

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HONG KONG--Cathay Pacific Airways has expanded its regional marketing partnership with CNN International (CNNI) and Time Inc. for the third consecutive year.

As part of that partnership, Cathay Pacific has signed up to become the first, category-exclusive sponsor of CNNI's popular weekly interactive discussion program, Q&A ASIA.

In addition, the airline has begun using CNNI as its exclusive, English-language, in-flight news provider on all 47 of its international routes.

"We are very pleased to announce the expansion of this unique partnership -- which is a prime example of how Time Warner is able to create targeted, integrated media programs to support the communications efforts of a leading marketer like Cathay Pacific," says Steve Marcopoto, president and managing director, Turner Broadcasting System Asia Pacific in Hong Kong.

"Business travelers are a key target for Cathay Pacific and we are constantly looking for new ways to cater to their needs," adds Charlie Stewart Cox, general manager- marketing for Hong Kong-based Cathay Pacific.

Cathay Pacific's integrated marketing collaboration with CNNI and Time Inc. magazines also encompasses exclusive sponsorship of CNNI's news program Asian Edition, cross promotional advertisements in Asiaweek and Asian and European editions of Time and Fortune magazines, exposure on the CNN Interactive Web sites, and special promotions for the airline's Marco Polo Club members.

McCann-Erickson Worldwide, which handles the advertising and media placement for Cathay Pacific, was integral in leveraging this marketing program.

Copyright May 1999, Crain Communications Inc.

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