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
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
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.’