The campaign will consist of 30-second TVCs airing on CNN’s Asia-Pacific channel, plus specially produced 'Sights and Sounds' on-air spots promoting individual ASEAN countries’ tourism. In addition, CNN has partnered with ASEAN to be the official media partner for its tourism travel forum to be held in Cambodia.

Chairman of Visit ASEAN Campaign Marketing Task Force and Director-General of Brunei Tourism Sheikh Jamaluddin bin Sheikh Mohamed said, "This advertising campaign is ASEAN's first-ever cooperation for tourism in the region. By partnering with CNN International, our Member Countries are set to benefit from the highest level of exposure to our target audiences".

ASEAN was established in 1967 with the fundamental goals of cooperative peace and shared prosperity. ASEAN consists of ten member countries which are Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam.