It’s been nearly 3 years since I last was in Beijing. At that time, I was not impressed with the level unique media properties available compared with other parts of Asia Pacific e.g. Tokyo or Singapore.
So I arrived in Beijing on Sunday for a couple days of meetings. And from the moment I landed I knew a great deal had changed in the city, and the media properties were no different.
What have been the most significant changes to media?
- Color – there is a much wider array of color throughout the city which is being driven not only by preparation for the Olympics, but the increased level in advertising being done by the many companies intending to make a mark in the country.
- Outdoor – an increase the number of large digital outdoor boards and other traditional paper sided billboards.
- Celebrity Campaigns – many more celebrities in advertising can be spotted throughout the city – from Yao Ming to Jackie Chan to Nicole Kidman to Kobe Bryant.
- Television – much more advertising on television and a broader array of channels with Western style programming.
- Interactive – an increase in the level and sophistication of interactive marketing.
The country is going through a huge change… construction for the Olympics is ongoing and construction cranes can be seen everywhere. The city has focused on its image… in fact, when I came through customs, there was an electronic survey asking how I was treated, so you can tell they’re focusing on the customer service aspect as well.
Next update from Singapore…
Scott
Beijing 2008 Olympics China media outdoor celebrity television interactive HP Hewlett Packard Scott Berg
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