WWF SG partners tvN and tvN Movies to drive convos around tiger conservation in Asia

WWF Singapore has partnered with CJ ENM-owned channels tvN and tvN Movies to launch #BeKindBeCharmed. The year-long campaign comes as part of the channels efforts to serve the best Korean entertainment and inspire greater good with its viewers.

The campaign will see both channels supporting WWF Singapore to amplify efforts to raise awareness of the tiger conservation programme in Asia. Both channels also said in a statement that they promise to “double down in delivering fresh and first-run contents to viewers”.

Additionally, tvN and tvN Movies will also be the official media partners for Tiger Trail, a tiger conservation initiative by WWF Singapore. People can catch a preview of the Tiger Trail - a display of life-sized Tiger art sculptures designed and decorated by local artists - at Kreta Ayer Square.

The Tiger Trail will be marketed via WWF Singapore’s social media channels. At the same time, tvN and tvN Movies will market the campaign through on-air, on-ground and social media activations across 10 markets - Brunei, Hong Kong, Malaysia, Maldives, Myanmar, Indonesia, Philippines, Singapore, Taiwan and Thailand. MARKETING-INTERACTIVE has reached out to CJ ENM for the monetary value and expected ROI for the campaign.

Mickey Ong, SVP and general manager, CJ ENM HK, Singapore branch, said that the company aspires to start the Year of the Tiger with kindness and positivity. “The Chinese idiom, 尽善尽美 (delivering perfection), defines our aim to provide the Best Korean Entertainment to our viewers and give back to society and environment. Supporting WWF and their Tiger conservation program is our first step in many more to come and hope to spread this kindred spirit with our viewers and partners,” he added.

Separately, the Hong Kong Tourism Board (HKTB) signed a three-year deal with CJ ENM last September, to promote Hong Kong as a travel destination through Korean drama and variety TV shows. The HKTB said then that the partnership will encourage audiences to recall some of their favourite scenes from K-dramas and shows at authentic locations in Hong Kong and boost tourism when international travel resumes. The partnership will see Hong Kong featured in a variety of shows made by CJ ENM from 2022 until 2024, showcasing Hong Kong's unique lifestyle and culture to global audiences.

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