TAIPEI, Taiwan--Bates Taiwan's "No Sports, No Life" press campaign for sports broadcaster ESPN has won an award from the China Times, a respected Taiwanese newspaper. In a rare occurrence for a multinational TV channel, ESPN's ad agency took home a gold medal in the corporate image category. The campaign uses a "Polaroid picture" device to show the audience's involvement in such sports as bowling, basketball, baseball, golf and the X-Games, implying that an ESPN viewer felt that he or she was part of the game while watching the channel. A series of full-page press adverts implied that sports was inseparable from people's lives. Sally Chadwick is marketing director of Hong Kong-based sports programmer ESPN Star Sports.
Copyright November 1998, Crain Communications Inc.