SINA Enlists Admerasia For Branding Campaign

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 email.

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.