Readcrest Capital AG

Regulatory Filings • Oct 24, 2007

News Details

Corporate | 24 October 2007 10:00

Business Media China AG: Business Media China sets new trends in China’s ad landscape with its ‘Mengniu Roof Project’ in Beijing

Business Media China AG / Miscellaneous

Release of a Corporate News, transmitted by DGAP - a company of EquityStory
AG.
The issuer / publisher is solely responsible for the content of this announcement.

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Business Media China sets new trends in China's ad landscape with its
'Mengniu Roof Project' in Beijing

Stuttgart/Beijing, 24 October 2007 - The five domed ceilings of Beijing's
Central Station were decorated with artistic ad banners of China's leading
dairy products manufacturer Mengniu. In addition to the colossal ad space,
a master plan was developed to promote direct customer contact. At the same
time, the 1.6 million Euros ad budget for this project covering the period
till December 2008 heralded the launching of the Olympics 2008 campaigns.

On 28 September, the roof tops were ceremoniously unveiled in the presence
of dignitaries and officials of Bejing Railway Station. Seen among the
dignitaries were Yuanhua Zhao, Vice President of Mengniu Diary, Yiwen Chen,
chairman of the Bejing district, Lijung Wang, Deputy Director General of
Bejing Railway Station & Stationmaster of Bejing Central Railway Station
and the BMC's management.

Using adhesive films produced through a special technique for which the
motif had to be first computed from a 2D image to blend into the concave
dome and then mounted on the hall ceilings, Business Media China created a
new dimension in the modern outdoor ad communication. Each roof represents
one of the five continents symbolized through their typical architecture
(modern and historical), typical figures and animals. These roofs show not
only the different characteristics of the world's cultures, but also
emphasize the central theme of Mengniu 'we are a family'. The viewer sees
the Mengniu logo 'Duo Duo' on all five continents which is to demonstrate
that Mengniu can be present all over the world. Mengniu was founded in 1999
in Mongolia and it is the largest producer and supplier of milk in China
today.

The new ad format developed by BMC Advertising offers a new perspective and
new content to the passengers, the ad clients and the station's management.
Advertising on large spaces is part of a master plan. The station's waiting
hall has been transformed into a Mengniu 'Service Temple'. All over the
place, the Mengniu brand is omnipresent on trolleys and coffee cups
whenever beverages are served and the customers call for the 'Mengnui
Service' with a bell. The result: advertising is a matter of fact along
with the personal service to the customer. This will enable Mengniu to
convey more than just a text or image-based message. The Mengniu project
is, therefore, much more than an ad campaign; it is a marketing event that
has drawn the attention of other media such as many popular magazines and
newspapers. The media formats available in the roof area – illuminated ads,
poster walls, escalator paneling and suspended flags bearing the catchword
'Embracing Beijing' – deliver a visual total impression that will spruce up
the surroundings and still draw attention.

BMC Advertising has not only provided the ad space, but also participated
in the creative process. Since the normal ad space does not extend to the
ceiling area in the station, BMC signed a separate contract with the
station's management. According to Rüdiger Wulf of BMC Advertising, this
shows that 'BMC can widen its ad space within the stations, where it owns
the exclusive ad rights, to the advantage of its clients at anytime'.

For the Olympic Games of 2008 in Peking, the station is going to be an
important hub of traffic. Incidentally, the Olympic Committee rated it as A
category (topmost category), which corresponds to the same status as that
of an airport or the Olympic stadium. About 4.4 to 4.8 million overseas
visitors and 110 to 120 million local visitors are expected during the
games.

For more information, contact:
Business Media China AG
Rotebühlstrasse 87
D-70178 Stuttgart
invest@businessmediachina.com
Edwin van der Geest
Tel: +41 43 268 32 30

ELECTRONIC PICTURES OF THE CEILINGS CAN BE DELIVERED UPON REQUEST
24.10.2007 Financial News transmitted by DGAP

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Language: English
Issuer: Business Media China AG
Rotebühlstrasse 87
70178 Stuttgart
Deutschland
Phone: +49 (0)711 490 890 0
Fax: +49 (0)711 490 890 10
E-mail: invest@businessmediachina.com
Internet: www.businessmediachina.com
ISIN: DE0005250401
WKN: 525040
Listed: Geregelter Markt in Frankfurt (General Standard); Freiverkehr
in Berlin, Stuttgart, München, Hamburg, Düsseldorf

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