Global broadcaster shows profiles as part of PATA's Project Phoenix

BBC World today launched a series of eight 60-second TV vignettes called Asia Pacific Guides, which promote key destinations in the region. The campaign is part of PATA's Project Phoenix which aims to restore consumer confidence in travel to and within Asia Pacific following recent travel industry setbacks.

The Guides show the best of Australia, Canada, Hong Kong, India, Macau, Malaysia, Singapore and Chinese Taipei (Taiwan).

Each vignette gives viewers a brief insight into what to see and do in each destination. The eight-week campaign will air exclusively on BBC World's Asia Pacific and Europe feeds, reaching 74 million households.

The series is an integral element of Project Phoenix's global communications programme to reinvigorate travel and tourism in Asia Pacific following SARS, the terrorist attacks in Bali and the United States and the wars in Afghanistan and Iraq.

Recently, the International Labour Organization (ILO) suggested that 6.5m jobs were lost in the global travel industry in 2001 and 2002. In the middle of this year the ILO predicted a further 5 million could be lost unless consumer confidence in the industry was restored.

PATA President and CEO, Peter de Jong, said the highly motivational vignettes will play an important role in rebuilding consumer and business confidence in travel to and within the region. "Each vignette also features a strong call to action, encouraging viewers to visit PATA's new consumer Web site TravelWithPATA.com which has almost everything you need to know about travel in Asia Pacific."

Mr. Simon Page, BBC World Account Director, North Asia, added: "This is a very exciting new adventure on BBC World, proving yet again the power of pan-regional TV as a platform for communicating messages globally. It is an important campaign for us to have secured and we are very happy to be part of PATA's communication drive."