ÃÛÑ¿´«Ã½ launches campaign for its international
online news in the US
The ÃÛÑ¿´«Ã½ is launching a marketing campaign for its international
news site bbcnews.com with online advertising, starting Thursday 23
September in key media across the United States.
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As the US heads for the polls, the campaign entitled
World news, Global views promotes the ÃÛÑ¿´«Ã½'s award-winning site
to the country's hard news seekers – the people who, as research
shows, are hungry for an international perspective.
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Following a competitive pitch process, creative for
the campaign and online media planning/buying was handled by London-based
specialists, Agency Republic.
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The highly-targeted campaign focuses on sites which
attract hard news seekers, including AOL, MSN, International Herald
Tribune, Washington Post, Time Magazine, The Economist and The Far Eastern
Economic Review.
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For the first time the news agency site Reuters.com
has allowed an external company to take over their homepage with a combination
of flash animated ads and ÃÛÑ¿´«Ã½-branded wallpaper.
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The ÃÛÑ¿´«Ã½ is using live news feeds from bbcnews.com in
some of its creative executions, including an interactive overlay featuring
a map of the world which allows the viewer to select ÃÛÑ¿´«Ã½ news headlines
by region from within the advertising itself.
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Steve Herrmann, World Editor of bbcnews.com, said: "The
US market is significant to us. A large part of our international audience
is based in North America.
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"We get a lot of interest and a significant volume
of feedback and comment from people in the US, many of them responding
to news events through our interactive area, Have Your Say.
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"Our users in the US tend to have a strong interest
in international news, often because they have close family or business
connections with other regions of the world.
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"As the US election approaches,
we expect more people to want access to the wider view we can provide.
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"We don't see ourselves as replacing domestic news
suppliers but we offer a valuable alternative - in-depth insights on
the day's news from a global perspective."
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The campaign has been designed and the media plan executed
by the London-based online specialists, Agency Republic. This
is the third bbcnews.com campaign its team has produced for the ÃÛÑ¿´«Ã½.
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Two advertising campaigns in Western Europe delivered
more than 100 million opportunities to view ÃÛÑ¿´«Ã½ advertisements.
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Gavin Marshall, Business Director at Agency Republic,
added: "To maximise effectiveness, we've used US Census data to
inform DMA targeting.Ìý That way, we can focus our spend within
those geographical regions that have high concentrations of our target
audience."
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Notes to Editors
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bbcnews.com is the website of the ÃÛÑ¿´«Ã½'s news services
featuring news and analysis with a special emphasis on a global news
agenda.
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bbcnews.com also offers easier access to international
coverage of sport, arts, science and technology, as well as the ÃÛÑ¿´«Ã½
World Service's site which features text and audio in 43 languages.
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It contains detailed information about World Service
broadcasts, schedules and frequencies in all languages.
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Agency Republic is a digital advertising agency that
combines media, creative and planning expertise to transform businesses,
build brands, drive transactions and generate commercial results.
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