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CNN, TIME, Fortune, PATA and TBWA Spearhead Campaign to Revive Travel and Tourism

Travel News Asia 25 June 2003

A US$1 million global TV and print campaign to reinvigorate consumer confidence in travel to and within Pacific Asia is to launch on CNN and in TIME and Fortune.

CNN, TIME and Fortune have partnered with the Pacific Asia Travel Association (PATA) and TBWA-ISC Malaysia to spearhead this integrated marketing campaign aimed at restoring confidence in travel and tourism in the Pacific Asia countries.

The two-month campaign, created by TBWA-ISC Malaysia, launches in July, and will comprise a series of TV commercials to air exclusively on CNN International's Asia Pacific and European feeds, with an exclusive print campaign in Fortune's International editions and TIME's International and U.S. editions.

"At a time when consumer confidence is low, we want to mobilise the media resources we have and take meaningful, proactive steps to help re-invigorate travel and tourism in the region," said Mr. Steve Marcopoto, President and Managing Director, Turner Broadcasting System Asia Pacific, the parent company of CNN International. "We are extremely pleased at how quickly this came together, because of a shared goal between all parties  involved to help drive business recovery."

"TIME and Fortune are eager to support the travel industry at this vital time. We are confident this campaign will stimulate inter-region travel as well as the Asia Pacific region and we are happy to play a part in reviving tourism," said Andrew Butcher, President and Publisher of TIME and Fortune Group International.

"TBWA-ISC Malaysia is honored and extremely delighted to have been selected by CNN, Time, Fortune Magazine and PATA to help re-invigorate tourism and travel in the Asia Pacific region. We will use our experience and full expertise to produce a bold and compelling come back campaign," said the agency's CEO, Austen Zecha.

Mr. de Jong, President and CEO of PATA said: "We greatly appreciate the initiative that our partners at CNN, TIME, Fortune and TBWA took to develop this campaign to rebuild consumer confidence in the travel experience and re-activate travel to and within Pacific Asia. The message is simple: Pacific  Asia is back to normal. Welcome back!" 

"This campaign dovetails perfectly with our recently launched Project Phoenix vision, which is to deliver a fully-integrated approach to recovery by working closely with global media."

PATA's Project Phoenix was announced on June 6, in Bangkok. The objectives of Project Phoenix are: to restore consumer confidence in the travel experience; create a consistent single voice for travel and tourism in Asia Pacific; and drive business back to Asia Pacific destinations.

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