CNA: Understand Asia

Singapore-based news station CNA had little brand recognition in North America, but research signaled there was appetite for Asian-based current affairs and documentary-style reporting. CNA's unique brand focused on comprehensive analysis of Asian markets, geopolitics, and cultural trends, which aligned with a growing interest in international news and a desire among key segments of the North American audience for diverse perspectives. The challenge was how to connect with that interest and create brand awareness for CNA in a saturated media market.

Precision audience targeting and engagement was of course paramount. Establishing niche market positioning, creating reach, and engaging with audiences through an Asian lens required a custom approach. We focused on the long game—creating brand awareness, aligning content with viewer trends, fostering loyalty through subscriptions and repeat viewership, and establishing the brand alongside other media brands in the North American market our target audiences already trusted.

From DC elites and Members of Congress to Asian diaspora and documentary enthusiasts, we did a deep dive into how and why to reach our target audiences. The result was a brand launch brought to life through a featured event, digital and out-of-home advertising, influencer marketing, and earned media to officially land CNA as a new, trusted source for stories impacting Asia and the world, told from an insider Asian perspective.