CNNI, Time Inc create first joint ad program for Asian advertiser

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HONG KONG -- CNN International and Time Inc. magazines, both owned by media and entertainment giant Time Warner Inc., have created their first joint advertising program for an Asian advertiser.

Hong Kong-based airline Cathay Pacific has signed up for a year-long integrated marketing campaign across CNNI and Time Inc. media in Europe and Asia, starting March 1997.

The schedule will include television and magazine cross-promotion. In addition, Cathay Pacific will become the exclusive sponsor of the new CNNI program Asian Edition, due to hit screens in April, which is aimed at business people and global viewers with an interest in Asia.

At the same time, a series of Cathay Pacific branded advertorials titled "Asian Edition", plus ads for the CNNI program, will appear in all three Time Inc. publications throughout Asia and Europe: Time, Asiaweek and Fortune.

"Asian Edition will bolster CNNI's Asian programming line-up while providing an ideal medium for Cathay Pacific to reach a vast, pan- regional audience with an interest in Asia and the desire to travel to Asia," says Carl Meyer, senior vice-president, advertising sales at Time Broadcasting System Asia Pacific Ltd.. "The entire media plan is a great example of what can be achieved through listening and responding to our clients' specific needs."

Cathay Pacific flies to 44 destinations covering five continents and carries nearly 11 million passengers each year. Its account is handled by McCann- Erickson Worldwide. CNNI, the world's only global 24-hour news network, can be seen in more than 104 million households outside of the U.S.. Time Inc.'s Time, Asiaweek and Fortune magazines together account for nearly one third of total advertising spend on regional print in Asia.

Copyright February 1997, Crain Communications Inc.

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