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BBC World now targets ‘The Internationalists’ with global trade campaign

29-September-2007
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BBC World now targets ‘The Internationalists’ with global trade campaign

BBC World has announced the launch of a wide-ranging multimedia marketing and communications campaign to propagate its unique and newly-defined audiences as ‘The Internationalists’.

According to BBC World, The Internationalists are the New Age citizens. They are the decision-drivers, avid travellers, big spenders, conscientious consumers, global influencers and early adopters who are committed to global issues and life-long learning. According to BBC World, The Internationalists are their current set of viewers.

The term ‘Internationalists’ describes a truly diverse, well-travelled and cosmopolitan group of global citizens. They are business-focussed professionals who embrace academics, culture, science and government.

The campaign kicks off with a global trade advertising and direct marketing campaign featuring a range of exclusive portraits of The Internationalists, photographed by renowned photographer Marco Grob. Complementing the photographs are 24 pen portraits, which characterise The Internationalists as a unique audience group within the international news landscape. The Internationalist campaign allows BBC World to communicate the nature and attitudes of its viewers with a new level of insight and clarity to the trade, and also acts to inform and influence the channel's editorial focus.

BBC World has also launched a new website, www.bbcworldinternationalist.com that showcases the unique qualities of The Internationalists and their appeal to a wide range of advertisers.

On October 5, BBC World will introduce The Internationalists to media buyers and trade audiences from around the world, to the virtual world of ‘Second Life’. A conference will take place on a virtual BBC island, created specifically for this campaign, and marks BBC World's first ever foray into ‘Second Life’. Conference guests will create avatars (virtual selves) within ‘Second Life’, who will land on BBC island, and will be greeted by a member of the BBC World team, and guided into the auditorium. Spencer Kelly, the presenter of BBC World's technology programme, ‘Click’, will then give a short presentation to introduce The Internationalists, and then invite the avatars to explore the BBC World island.

Jonathan Howlett, Director-Advertising Sales, BBC Global Channels, said, “The Internationalist campaign allows us to express the unique qualities of the BBC World audience to the media trade in a new way. The BBC World audience is so much richer and more diverse in behaviour and attitude than a purely C-suite target audience, as it encompasses the world of academia, the public sector, opinion-drivers, global citizens, and professionals who operate outside, as well as inside, the boardroom.”

Leanne Mackee, Head of Marketing-Global, BBC World, said, “The nature of this extraordinary audience demands a new approach to marketing communications, from the Marco Grob portraiture that really brings this audience to life, to the exclusive ‘Second Life’ experience. These innovative approaches are absolutely what this audience is about. It makes them real, not just in terms of attractiveness to advertisers, but also as interesting, fresh and multi-dimensional global citizens. This campaign does more than just tell people about our audience; it involves them with engaging initiatives that appeal to our advertising audience.”

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