BBC Worldwide Press Releases

BBC Worldwide Channels Asia has scooped nine awards at the PROMAX|BDA ASIA 2009 Asia Awards held in Singapore on Tuesday. This is the largest haul of awards since the channels – BBC Knowledge, BBC Lifestyle, CBeebies and BBC Entertainment – launched in Asia in 2007.

BBC Worldwide Channels Asia picked up three gold awards for creative work relating to the Amaze Your Mind brand campaign for BBC Knowledge, BBC Worldwide Channels' factual entertainment channel; as well as a gold and silver for on-air spots for BBC Knowledge; a gold and a silver for on-air creative work for pres-school channel, CBeebies; and a silver for BBC Entertainment. In addition, BBC World News won gold in the 'Best print campaign' category for the Wonder Why tune-in campaign for World News Today developed by Lowe India.

Gus Gordon, BBC Worldwide Channels Asia's Creative Director, commented, "Our team has worked passionately and tirelessly this past year, and to see our work recognised by our peers in the industry is a great honour. The new PROMAX|BDA Asia awards will inspire us to deliver even greater ideas in the coming year."

The Amaze Your Mind campaign was an integrated brand campaign created to coincide with the launch of BBC Knowledge on StarHub in Singapore. It was also the first time BBC Knowledge had embarked on a positioning initiative.

"The strategy for the campaign was to create and emotional engagement with our viewers, asking them to question 'what is amazing'," commented Gus Gordon. "The brand spot ultimately explores that many aspects of what amazing could be, whether it¹s exploration, the birth of a child or religion."

The campaign also encompassed online, on-ground and on-air elements, to raise awareness of the channel and engage the viewers.
Gordon added: "This ambitious project proves that one doesn’t require huge budgets, just strong ideas, to put together a creative and effective on-air and off-air campaign."

The full list of awards follows:

Category	Entry title	Award
Best in-house Station Image Promo	Amaze Your Mind	Gold
Best Integrated Marketing Campaign	Amaze Your Mind	Gold
Best Script	Amaze Your Mind	Gold
Best Children's Programme promo	In the Night Garden	Gold
Best Children's Programme Campaign	In the Night Garden	Silver
Best Documentary Campaign	Ross Kemp on Gangs	Silver
Best Editing	Spooks	Silver
Best Promo Not Using Programme Footage	Genius Sperm Bank	Gold
Best print campaign	Wonder Why- World News Today Tune-in campaign	Gold

PROMAX|BDA is a worldwide non-profit association dedicated to advancing the role and effectiveness of promotion, marketing and broadcast design professionals in the electronic media.

Throughout the world the Promax/BDA awards, which are presented in each region, are recognised worldwide as the pinnacle of promotion and marketing achievement and are granted by a panel of industry experts on the basis of overall creativity, production quality, and success in achieving its objectives.

NOTES TO EDITORS
About BBC World News
BBC World News, the BBC's commercially funded international 24-hour news and information channel, is owned and operated by BBC World News Ltd, a member of the BBC's commercial group of companies. BBC World News attracts 74 million viewers a week, is available in more than 200 countries and territories worldwide, and reaches 292 million households and more than 1.7 million hotel rooms. The channel's content is also available on 81 cruise ships, 46 airlines, 35 mobile phone networks and a number of major online platforms including bbc.com/news. For further information on how to receive BBC World News, download schedules or find out more about the channel, visit bbcworldnews.com.

Jeanne Leong