TVB extends Valentine's Day 'Season of love' multimedia platform

Combining Valentine’s Day on 14 February with Chinese Valentine’s Day on 28 February and the White Valentine’s Day on 14 March, the marketing initiative includes a six-episode Valentine-themed drama and a 'love portal' on TVB.com, supported by in-house creative inputs by TVB artists and station promotions on TVB Jade, Pearl, HD and J2 Channel and TVB magazine from 1 January until 14 March.

Ocean Park, MTR, CitiBank, Ngong Ping 360, Osim and Travel Expert have signed as strategic advertising partners.

The news follows an announcement from Stephen Chan, GM of TVB, last November that “2010 [would] be a promising year for advertisers. It will be a year where TVB will cross media platforms, extending our TV programmes into films, mobile, online and magazines.

Jordan Lau, head of product management and development of TVB said: “February and March are normally low season for advertisers after the Chinese New Year. Traditionally Valentine’s Day is not  sustainable for marketers, so we have created this new marketing concept in Hong Kong combing three Valentine’s Days as a month-long marketing platform into a 'Season of love' to help our advertisers sustain exposure during this period."

Maggie Yung, director, Hong Kong Country Marketing, CitiBank Hong Kong Ltd said: “TVB has always been successful in setting trends. The 'Season of love' marketing campaign fits the marketing concepts of our credit card business, which is get more out of life. Our past campaigns also focus on how credit cards are not just for buying gifts for oneself, but also to cheer up our family and those close to us.”

Jenny Dam, assistant public affairs manager, Ocean Park Hong Kong, said: "The ‘Seasons of love’ marketing campaign on TVB is tied in to our Chinese New Year marketing campaign period. It’s also very integrated with TVB drama, TVB Jade, Pearl, HD and J2 Channel, as well as TVB.com and magazine, so it has a much wider reach coverage, and as one of the joint strategic advertising partners, the cost is similar to a TVC ad.”