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 ESPN
Star Sports has launched an intensive outdoor and print campaign
in Singapore and Hong Kong targeting both the sports fan and
the potential sports viewer for the Formula One motor racing
and English Premier League.
The
campaign has taken to the streets, focussing on bus shelters
and lightbox advertising in the heart of Singapore's shopping
district, all along Orchard Road. Apart from the usual dose
of print ads in leading newspapers, the innovative campaign
highlights special programming including RaceDay and
Chequered Flag, shows that flank the live telecast
of the races on the channels.
The
channels have also initiated an interactive game on their
site espnstar.com, where participants build their own fantasy
F1 team and points are awarded based on how the seven components
perform in each real-life Grand Prix weekend.
 To
promote the English Premier League, the channels have roped
in top EPL players David Beckham from Manchester United, Michael
Owen from Liverpool and Thierry Henry from Arsenal who grace
the ads with taglines "Will Manchester United Take the Glory
Again?", "Is Liverpool Gaining Ground?" and "Will Arsenal
Surprise Us This Season?"
While
Formula One is broadcast live every fortnight on the twin
channels, over 165 live games and over 1,000 hours of EPL
programming this season are also being screened. In addition,
specially produced EPL news programming is being aired through
the week, with a comprehensive array of pre- and post-game
analyses, predictions and information.
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