SINGAPORE - Bloomberg Media has partnered with SPHMBO, Singapore Press Holdings' (SPH) out-of-home advertising arm, to bring the former's live premium business content to the Central Business District.

A large digital screen at Chevron House will broadcast the latest business news, SPH said in a news release on Tuesday (Nov 29).

From Tuesday to Thursday, an interactive pop-up installation will also give audiences a first-hand look into Bloomberg's ever-evolving newsroom. It will also feature a live TV studio and an interactive mock news broadcast.

In the morning, Bloomberg anchor Haslinda Amin will conduct live interviews with newsmakers ranging from prominent CEOs to ministers of state, while audiences can experience life as a Bloomberg "tech reporter" in the afternoon by anchoring a mock on-air news segment.

The campaign is made possible with the help of Aviator at Kinetic, a specialist in providing media and marketing solutions, and Smart Alliance.

Mr Parry Ravindranathan, the managing director of Bloomberg Media International, said: "The Bloomberg suite of media assets and content have expanded significantly in the past year and we wanted to provide audiences with an immersive experience that demonstrates the depth and breadth of our journalism.

"The Chevron House installation is one tangible example of Bloomberg's ability to deliver global and local business news stories and insightful analysis directly to our audiences."