SINA.com, an Internet portal for Chinese
consumers around the world, has engaged Admerasia to create a million-dollar
branding campaign to build awareness of the cyber-community among the North
American advertising community.
The multimedia effort is aimed at establishing SINA as the best
advertising vehicle and retail channel to target Chinese consumers worldwide.
“SINA.com delivers to global advertisers and marketers the world’s largest
and fastest growing population,” said Atsuko Watanabe, executive vice
president and general manager of Admerasia. The site claims nearly a million
registered users.
“In Admerasia, we found an ad agency and a partner who understands our needs
in two different manners,” said Michelle Yeh, senior director of global
marketing for SINA.com.
“What impressed us the most was their understanding of blending our branding
needs with the cultural significance of our overall mission.”
SINA.com encompasses four distinct sites in China, Hong Kong, Taiwan and
North America and claims about 200 million page views per month. It offers
news, information, financial services, entertainment, chat and e-mail.
Admerasia is a full-service advertising and marketing agency with expertise
in reaching
Asian markets. Clients include American Express, MCI WorldCom, MetLife,
Hennessy, Citibank and MoneyGram.