SINGAPORE: BBC Worldwide and BBC Global News have handed PR duties to Lewis PR to promote programming content across all channels.
As the Singapore PR AOR, Lewis PR will run an integrated communications campaign including media relations, digital marketing, events, and a press bureau.
The appointment was made following a pitch called in February that included several unnamed agencies in Singapore. It is a 12-month contract, beginning last month.
The campaign is focusing on consumer communications for BBC Worldwide's portfolio of pay TV channels, such as BBC Knowledge, BBC Entertainment, and CBeebies. These channels are available in Singapore on StarHub.
Other programs on BBC Worldwide channels include Top Gear and Undercover Boss on BBC Knowledge; Great British Bake Off and Nigellissima on BBC Lifestyle; Call the Midwife and Doctor Who on BBC Entertainment; as well as pre-school programs on CBeebies such as Mister Maker and Charlie & Lola.
Andy Oliver, SVP for Asia-Pacific at Lewis PR, told Campaign Asia-Pacific that the challenge lies in educating consumers about the types of programming available on BBC Worldwide and the news channel for different groups of viewers.
“Also, many consumers watch these great TV shows, but they don't know they are BBC productions, so we need to highlight that these well-known programs are BBC content,” he said.
Lewis PR will also support the business communications objectives of BBC Global News platforms BBC World News and bbc.com/news, the BBC's commercially funded international news channels.
The campaign will increase awareness of monthly programming through trade and consumer media and position BBC World News and bbc.com/news as an international multimedia news provider, bringing a global perspective to Singapore viewers.
Oliver noted that the agency's goal is to help both brands in increasing viewership and share of voice.
“We want Singaporeans and expats to know these channels are an incredible source of information, education, and entertainment,” he said.
This story originally appeared on the website of Campaign Asia-Pacific, the sister publication of PRWeek at Haymarket Media.