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Busan to host Int'l Advertising Awards in 2008

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Event aims to ride PIFF connection to become tops in Asia

 

Busan will host international advertising awards in a first for the nation.  Industry insiders and academics related to advertising in Busan created a preparation committee Jan. 19 at the Busan City Hall for the first Busan International Advertising Awards or BIAA.

 

The preparation committee decided to hold its first awards next October, at the same time as the 13th Pusan International Film Festival or PIFF, and to host the BIAA at the same time as PIFF every year.

 

Just as the Cannes Lions International Advertising Festival used the halo effect of the world-famous Cannes Film Festival to become the most influential international advertising award ceremony, the committee plans to connect the BIAA with the PIFF to make it the top Asian advertising award.  Along with this goal, the committee plans to publicize its awards nationally and internationally via the 12th PIFF and Ad Asia, which is to be held on Jeju Island this year.

 

The committee also plans to spend about 1.5 billion won ($1.59 million) to host a Pre-Busan International Advertising Awards this October.  The BIAA will invite advertisers of various media including screen, newspaper, magazines and posters in the Asia-Pacific area.  Also, in order to differentiate itself from other advertising awards, it will use IT technology to carve out a niche as the high-tech advertising awards.  If all goes well, many believe that the BIAA will positively influence Busan's economy; for the Asia-Pacific region alone encompasses about 20 percent of the world advertising market.  

 

The source of news : Dynamic Busan