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The Media Edge and Curio are planning a £1.5m advertising

campaign for BBC World Service throughout hotel rooms worldwide.

The unusual strategy involves handing out complimentary cover-wrapped

editions of Business Week and Asia Week in hotels. Only the 169 hotels

that broadcast BBC World Service have been chosen.

"All the hotels had to be hand picked. It took quite some time but the

client is delighted," said Huw Jones, advertising manager at The Media

Edge.

The three-month promotional drive will take place in cities across

Europe and Asia, including Paris, Amsterdam, Hong Kong and Singapore. It

will focus on key business conferences such as the World Trade Summit

and the World Asian Economic Forum.

The Media Edge is also using a variety of ambient media to advertise the

broadcaster.

Carrier bags featuring BBC World Service advertisements will be used on

British Airways flights, together with pyramid cards on meal trays.

On Cathay Pacific flights, a complimentary copy of the Financial Times

with a cover wrap will be handed out.

Ads will also be printed on ticket wallets distributed by corporate

travel agent Carson Wagon Lee.

In addition, the campaign will utilise WAP technology and consumers will

be sent branded news headlines from The Wall Street Journal website.

Press ads will be placed in The Wall Street Journal, the International

Herald Tribune and Time.