The recent launch of Life Inspired’s third original production, EdVentures In Asia saw the channel and Maybank collaborating on a 360 degrees campaign that includes exposure on-air, on-line, in print, and on-ground.

Maybank came on board back in May as presenting sponsor, and the 13-episode culinary adventure programme, hosted by Korean-born celebrity chef Edward Kwon is now airing every Sunday on Life Inspired.  The opportunity to partner with Maybank was in response to the bank’s on-going efforts to add value to their customers with a diverse range of lifestyle activities, which is in-synch with LI’s mission in producing regional content is in tune to Asian palettes and Asian lifestyles.

Through the sponsorship, Maybank's branding will be featured on the channel’s promos as well as in a series of vignettes specially produced for the campaign. Maybank and LI are also jointly running a competition offering Maybank’s customers a chance to watch Edward Kwon in action and experience a 6-course dinner at an exclusive event, held in Kuala Lumpur in September. Customers can compete by signing up for selected Maybank products or be the top credit card spender during the period.

As part of the campaign, Chef Edward Kwon will also be launching his line, EK Cookware in August. A first outside of Korea, EK Cookware will be made available in Malaysia with an exclusive offer given to all Maybank credit, debit and American Express card holders.

“We maximized the ability for our viewers and Maybank’s customers to explore the brand through multiple platforms. In addition to a 360 degrees campaign, we're thrilled to create tangible lifestyle experiences to viewers through the gala dinner in September and the launch of Chef Edward's cooking range ‘EK Cookware’ in the region. We hope it translates to direct commercial benefits to Maybank, as we continue to bring creative lifestyle campaigns and solutions to our clients.” said Anne Chan, General Manager of Life Inspired.

LI is also currently collaborating with The Star, Flavours Magazine, Capital FM, RED FM, 988 and online websites such as Kuali.com and Star Online for the campaign, with ads, editorial interviews, as well as contests for readers and listeners. To increase the relevance of the campaign and target the ads to their core audience, the channel is also collaborating with Astro to run these spots contest promotion across selected channels.