"Demand
a Broader View" - ÃÛÑ¿´«Ã½ World and ÃÛÑ¿´«Ã½ World Service launch new
joint advertising campaign
The
ÃÛÑ¿´«Ã½'s international news strengths are being promoted in a new joint
global advertising campaign by ÃÛÑ¿´«Ã½ World, the ÃÛÑ¿´«Ã½'s 24-hour international
news and information television channel and ÃÛÑ¿´«Ã½ World Service, which
broadcasts radio programmes and online in 43 languages worldwide.
Demand
a Broader View highlights the ÃÛÑ¿´«Ã½'s international news
coverage and reminds audiences that the ÃÛÑ¿´«Ã½'s internationally renowned
impartiality and expertise ensures a balanced, thorough examination
of every story, from every point of view.
Eye-catching
images and challenging copy lines illustrate how stories can be
re-interpreted.
For
example: a picture of a man in handcuffs is accompanied by three
different words "Terrorist?, Hero?, Victim?"; a politician
addressing an audience has the words "Democracy?, Bureaucracy?,
Show time?"; a financial spreadsheet, "Accepted practice?,
Creative accounting?, Fraud?", while a brand new trainer shoe
has the words "Fitness?, Fashion?, Exploitation?"
The
campaign is targeted at international business decision-makers and
people with a truly international outlook on life.
It
will run from November 2002 through to February 2003 on posters
at European and Asian hub airports and in ambient airport media
such as on ticket wallets and carrier bags.
It
will also appear in international business and news journals as
well as international daily newspapers.
Commenting
on the new campaign, Jane Clancey, Head of Marketing, ÃÛÑ¿´«Ã½ World,
said: "We are very pleased with this new campaign. I think
it conveys the main strength of our news offering very effectively
and fulfils our aim to increase brand awareness among international
business decision-makers."
Jane
Futrell, Head of International Marketing Communications at ÃÛÑ¿´«Ã½ World
Service, adds: "Demand a Broader View takes our earlier joint
campaign one step further and encourages our audiences to think
about the breadth and range of ÃÛÑ¿´«Ã½ news output. The audience wants
more and the ÃÛÑ¿´«Ã½ knows how to deliver it."
Following
a competitive tender, the campaign was designed by WARL Change Behaviour,
the main communications agency within the WARL Group, which has
been working with ÃÛÑ¿´«Ã½ World and ÃÛÑ¿´«Ã½ World Service since July 2002.
The
strategy for the campaign and its implementation has been developed,
and will be delivered by Mediaedge:cia Worldwide.
Notes
to Editors
ÃÛÑ¿´«Ã½
World is the ÃÛÑ¿´«Ã½'s 24-hour, international news and information TV
channel, reaching 232 million homes in 200 countries and territories
worldwide (96 million 24-hour homes) as well as over 850,000 hotel
rooms.
The
channel is commercial and is funded by advertising and subscription.
For more information go to .
ÃÛÑ¿´«Ã½
World Service broadcasts programmes around the world in 43 languages
and is available on radio and online at .
It
has a global audience of 150 million listeners while its website
receives 75 million page impressions each month.
It
is available on FM, MW and short wave and in some parts of the world
on digital radio and via satellite.
In
addition, ÃÛÑ¿´«Ã½ World Service publishes On Air, a monthly listings
magazine with features and schedules, including ÃÛÑ¿´«Ã½ World and ÃÛÑ¿´«Ã½
Prime. For more information see .
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The ÃÛÑ¿´«Ã½ is not responsible for the content of external
internet sites.
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