Media Edge and Curio land global BBC World brief

The Media Edge and through-the-line agency Curio have been appointed by 24-hour news channel BBC World and BBC World Service Radio to run an international ad campaign worth an estimated pounds 5 million.

The Media Edge and through-the-line agency Curio have been

appointed by 24-hour news channel BBC World and BBC World Service Radio

to run an international ad campaign worth an estimated pounds 5

million.



The global media brief will be co-ordinated from London by account

director Brad Fairhead and account manager Erica Vanobbergen.



The campaign, which rolls out on 3 April, targets international business

travellers and consumers who have an interest in world affairs.



Fairhead said the media strategy would use international publications

such as The Economist, the Financial Times, Time, Fortune and The Wall

Street Journal, supported by local activity.



’We’ll also be using clever added-value media ideas that will help

business travellers rather than add to the clutter that bombards them.

These people are a key market so they are exposed to a great deal of

advertising. We’ll be using ambient as well as traditional media.’



He said the key was to hit business travellers in the ’airport corridor’

- trains, taxis and airport lounges - as well as during the flight.



Fairhead added that BBC World appealed to a more anglophile,

internationalist audience than its rival CNN. ’CNN has become more

regional but it is still an American brand with a US heritage and often

a trans-Atlantic reporting style. This campaign will play on the BBC’s

brand and heritage.’



Sharon Wheeler, BBC World’s director of marketing, said the campaign

would communicate ’the range of the BBC’s international news offering

across a range of media’. She added that Curio had developed a

’compelling and distinctive’ campaign.



Curio joint managing director Mark Healey described it as ’an emotive

campaign that accurately reflects what the BBC is all about’.



BBC World is available in 167 million homes across 200 countries.

Meanwhile, the BBC World Service broadcasts around the world in 43

different languages.



BBC World Service controller of marketing Alan Booth commented: ’With a

record 150 million weekly listeners worldwide, we are looking for

further growth in 2000. The campaign is an integral part of this drive.’



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