CEO Challenge unveils CNN campaign

Millions of CNN viewers across Asia Pacific will soon know that the travel and tourism industry is responding pro-actively to the threat of climate change through the PATA CEO Challenge.A three-week campaign, due to launch on CNN’s Asia network on February 4th, features two 30-second commercials with the message: “In the fight against climate change, losing is not an option.”
    In the commercials, Banyan Tree Hotels and Resorts Executive Chairman Mr KP Ho and PATA President and CEO Mr Peter de Jong urge travel industry leaders to join the PATA CEO Challenge in Bangkok on April 29-30 to “be part of the solution”.
    The campaign was produced with the support of PATA member ad agency TBWA-ISCMalaysia, which donated its creative services, and PATA Premier Partner CNN.
    The ads will air in morning and evening prime-time slots across 25 destinations in Asia Pacific including China (PRC), Hong Kong (SAR), Singapore, Korea (ROK), Thailand, Indonesia and Australia.
    “The campaign serves two purposes: it targets travel industry leaders who we want to join the Challenge, and it delivers an important message to the wider CNN audience that travel and tourism not only recognises the dangers of climate change but is working hard to counter the impacts,” said Mr de Jong. “I would like to thank TBWA-ISCMalaysia and CNN for helping to get the campaign to air.”