International news broadcaster the BBC is rolling out a multi-media campaign targeted towards the Indian audience for its flagship primetime property, World News Today.
World News Today is an hour-long show telecast daily at 9.30 pm. The show aims to give a comprehensive analysis of all the ‘world’ events that have taken place throughout the day.
According to the channel, the objective of the India-specific campaign is to build an international news genre through the channel’s key property, World News Today.
BBC Global News head – marketing and communications Vaishali Sharma said, “The challenge was to closely link international news to people’s lives in a manner that is seamless and creates impact.”
During the first phase, BBC will run its promotional campaigns across three media platforms: television, print and the Internet. It will roll out two television commercials across eight channels from 24 March onwards.
As Sharma explained, “During the first phase, our prime focus will be television and print. The commercials for the campaign will be launched across eight channels. These include CNBC TV18, CNBC Awaaz, IBN7, Zee News, Discovery, Discovery Travel and Living, AXN and Star Movies. Also, our print campaign will launch this week”.
Sharma added that the second phase of the campaign would be more interactive, “”Once we have grabbed the requisite eyeballs, we will look at more interactive approaches to engage the viewers. OOH, which is not part of the first phase, could surely be part of our next promotional initiative.”
Avertising agency Lowe will handle the creatives for the campaign. “This is for the first time that we would be working with Lowe,” informs Sharma.