2. Idea
Objectives:
• Encourage fans and customers sign up
• To increase branding awareness
• Strive to be innovative enticing users about the benefits of participation
• To increase bookings
Mechanics:
• Integrated On-Air and Online promo on AXN and Wego
• Dedicated microsite featuring advertiser’s exclusive travel contents
• Run of site call-to-action message on AXN and Wego
• Contest to entice participation and to drive booking
• Social Media Engagement via Twitter, Facebook, Email
Duration:
• 6 weeks (can extend further)
3. Travel Destination Solution
• Travel Destination Dedicated Site
– AXN BiG Break/WEGO travel site
– Dedicated, Sponsor-able, Integrated micro-site
• Integrated Media Support
– On-air cross channels promotional teasers
– Online display ad units
– Creative Production Services / Contents Development
• Targeted Audience
– AXN viewers region-wide
– WEGO online travel community region-wide
4. Campaign Strategy
Dedicated Travel Destination Solution
Creative Content/
Online On-air Production
Services
Banners insertion
across AXN &
Exclusive travel,
Animax destination
based contents
Banners on Wego Promo teaser
Travel Search Site runs on AXN
Channel
Dedicated Travel Site Commercial
Sponsor’s integrated production creative
Travel Site services provided
(T&Cs apply)
( AXN B!G Break/ Wego)
7. AXN BIG Break / WEGO
Travel Site
A Dedicated travel microsite
• In partnership with Wego.com
travel search engine
• Sponsor’s branded micro-site
B • Exclusive travel contents
Exclusivity / Branded Opportunities
Micro-site branded with sponsor’s
C corporate color, products or Services, (ie: A)
Thematic travel contents / Destination
features / Hot spots / Event calendar (ie: B)
Special features on partner’s services, &
sights and sounds of tourist attractions (ie: C)
Sponsor’s or partners banner hyperlinks
D to its own booking pages (ie: D)
Special promotional deals available (ie: E)
E
8. Campaign Strategy
Commercial Production Creative Services
Promo teasers
Promo can be created with
sponsor’s branding, product or
services
Contest promo teaser creation
10. SPE Networks – Asia
• A wholly owned Sony Pictures Entertainment (SPE) company and backed by Hollywood’s leading
movie studio (2012,Spiderman, Casino Royale, Da vinci Code, Charlie’s Angels).
• Based in Singapore, SPE Networks – Asia operates a portfolio of four ad-supported channels:
• Every monthmore than 55 million viewers watch SPE Networks – Asia channels with a combined
reach of more than 131 million viewers in 2009.
(Source: AGB NMR Taiwan /Malaysia, TNS Singapore/Philippines, TAM India, CSM Hong Kong)
• SPE Networks – Asia is regional ad sales representative for AETN All Asia Networks channels as
well as Comcast’s E! Entertainment Television
• With a bouquet of nine linear channel brands in total, SPE Networks – Asia will be able to offer
advertisers a whole host of creative broadcast solutions that can meet their varying needs,
spread across the best of general entertainment and factual entertainment genres.
12. Award Winning Channel Associated withQuality,
Creativity & Excitement
• THE AWARD WINNING channel
• MOST WATCHED international channel in East Asia
• Multiple award winner in the annual PROMAX/BDAglobal
and Asiaawards
• AXN’s Asia Television Award winning original production
The Amazing Race Asia was nominated
for37thINTERNATIONAL EMMY AWARD
• Available in 86 MILLION HOMES IN ASIA
• Watched by 126 MILLION VIEWERS in 2009
Source: AGB NMR Taiwan/Malaysia, TNS
Singapore/Philippines, TAM India, CSM Hong Kong
13. Available in All Major Countries in Asia
Feed 24 / 7 Timeblock
AXN Taiwan 5,936,251
AXN South Asia
• A basic tier channel in
Bangladesh 550,000
India 25,000,000
subscriber packages of all top AXN Korea
Pakistan 5,847,974
2,542,673
cable systems AXN East Asia
Brunei 26,625
Cambodia 3,525
China * 143,469 40,000,000
Fiji 4,692
Hong Kong * 661,688
• Seen in86 million homes in Indonesia 521,312
Macau * 9,828
22 Asian countries Malaysia 2,954,551
Maldives 5,601
Mongolia 1,509
Palau 3,392
Papua New Guinea 2,860
Philippines ** 941,746
Singapore 385,856
Data as of Jan 2010 Sri Lanka 78,538
Thailand * 381,383
* EA program feed, EA 2 commercial feed
Vietnam 279,945
** EA program feed, Philippines commercial feed Total 46,283,418 40,000,000
Grand Total 86,283,418
14. Top Rated Ad-supported Channel in Asia
2009 Prime Time 6pm-1am Audience (Rating in ‘000), Pay TV 4+
Singapore, Malaysia, Philippines, Hong Kong, Taiwan & India (AB class in 6 metros)
Source: AGB NMR Taiwan / Malaysia, TNS Singapore / Philippines, CSM Hong
15. Substantial Rating Growth in 2009
Average Audience (Rating in ‘000), Pay TV 4+
Singapore, Malaysia, Philippines, Hong Kong, Taiwan & India (AB class in 6 metros)
+67%
+62%
Source: AGB NMR Malaysia / Taiwan, TNS Singapore / Philippines, CSM Hong Kong, TAM India
16. Deliver 3 Core Groups of Viewers
Asian Affluents Digital Entertainment Junkies Modern Females
• Professionals, senior managers • 18-34 years old • New generation females
and entrepreneurs • Aspiring, up-and-coming • Independent & career focused
• Sophisticated, yet young at heart • Early adopters of technology • Open minded, active social life
• Global in perspective and gadgets • Have a keen sense for quality
• Discerning trendsetters, regular • Gamers & web surfers and premiumness
travelers • Vocal and opinionated, regular • Frequent gyms and pubs, love
• High-end luxury & electronic outdoor exercise to travel and shop
goods consumers • Viewers of Amazing Race, • Love CSI, The Amazing Race
• Loyal fans of House, CSI Numb3rs, Leverage Asia, Damages
17. Power of the SPENA Bouquet
Although AXN is already the most watched channel in East Asia, exposure on
other SPENA channels can further extend the reach of the audience
Case Study: Animax and BEYOND Extend the Reach of AXN
Philippine + Hong Kong Weekly Cume Reach 000s
5,076
4,769
4,462
4,035
3,496
2,527
26/4~2/5 26/4~9/5 26/4~16/5 26/4~23/5 26/4~30/5 26/4~6/6
Source: CSM Hong Kong / Kantar Media Philippines
18. Introduction
• Founded in 2005 by former executives from IHG,
Yahoo! and ZUJI
• Over 150 travel providers have signed commercial
agreements with us, including:
– leading airlines and low-cost-carriers, such as
Emirates, KLM/Air France, Lufthansa, Qantas
– Leading hotel chains such as IHG, Starwood,
Marriott, Accor, Carlson and Pan Pacific
– Leading OTAs and aggregators such as
Expedia, Travelocity,Agoda, HotelCluband
Priceline etc.
• Over 20 distribution agreements including major News Digital Media,
portals such as Yahoo!, MSN, eBay,
a division of News Corp,
News.com.au,Detik.com etc
is an investor.
20. Wego Traffic –Demographics/Behaviour
Highly active Travellers with Disposable Income
34% are aged 25-34, 28% are aged 35-44
47% are male. 53% are female
30% earn over US$50k/yr. 21% earn over US$100K/yr
52% spend at least 15 hours online each week
“Shopping”, “Resorts”, “Family/Kids” and “Romance” top the list of recent vacation
types, with each cited by >40% of respondents
“Western Europe”, “SE Asia” and “Australia” were the top planned destinations
48% now spend more time hunting for good deals than they did before the recession
21. Customised Package
6 weeks Campaign
On Air - AXN
Promo teaser runs on AXN (EA feed) /w contest info 132 airings
(22 x 15 second teaser per week)
Online/ Digital Media
Dedicated/Branded Travel Micro site
Banner Insertion on AXN & Animax site
Banner Insertion on WEGO search site
Creative Services
Develop, design and create exclusive travel contents
Production of promo teaser to promote the micro-site
Production of contest teaser to enhance awareness and participation
Production of commercial creative spot
Cash Investment : US$80,000
Total Media Value : US$120,000
