Thailand signs global media deal with Time Warner

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BANGKOK -- The Kingdom of Thailand has signed a global media deal with Time Warner Inc. in an effort to rebuild its image abroad.

The "Thailand: On the Road to Recovery" campaign will appear in Time Warner-affiliated print and television media around the world, outlining the nation's plans for economic reform. The U.S.-based media company will be responsible for both the development and placement of the ads.

"We want the world to know what Thailand's problems are, what medicine we are taking and what our expectations are for the future of our nation," says Staporn Kavitanon, secretary-general of Thailand's board of investment. "This is an extraordinary step for Thailand and Time Warner has been integral in creating this important marketing communications program."

The campaign launch is timed to coincide with the International Monetary Fund annual meeting that starts September 23 in Hong Kong.

First ads appeared September 19 in Asiaweek. From September 22, the print ads, followed by a series of advertorials and special sections, will run in several Time Inc. magazines around the world. These include Time, Asiaweek and Fortune (in Asia, Europe and the U.S.), President in Japan and Sawasdee, Thai Airways International's in-flight magazine.

In addition, TV commercials produced by Emphasis, a Time Warner company, will air on CNN International's Asia-Pacific, Europe and U.S. feeds from September 22 through December.

"This is a ground-breaking partnership," says Carl Meyer, senior vice president, Asia Pacific, Turner Broadcasting Sales Inc. "It is the first fully integrated advertising and marketing campaign of this magnitude. Steve Marcopoto, president of Time Inc. Asia, adds: "The result is a unique and timely solution for Thailand that proves there's a strong connective tissue among the divisions of Time Warner."

Copyright September 1997, Crain Communications Inc.

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