Now you can catch some of the brave journalists at their job, giving their best, in BBC World's new brand campaign "Putting News First" to be unfolded on April 4. Extensive promotions across print, television, online and on-ground promotions, interactive contests targeting the channel's core audience have been lined up.
Jane Gorard, Director of Marketing and Communications, said
that the genesis of the campaign happened last year when BBC World decided that the time was ripe to initiate this campaign. "From where we launched to a global audience that was about 10 years ago to now, there has been a tremendous change in the landscape, especially in terms of how people perceive news and how technology has evolved. We felt that this was the time to reinforce the core strengths of brand BBC World," she said.
Based on the research findings, the channel has developed eight potential positioning strengths for the channel, each of which was researched to test its strength as a marketing message. "One positioning statement came through as the clear direction for BBC World - depth of coverage, which we achieve through our commitment to journalistic excellence," she said.
There are two 60-second commercials, one 30-second commercial and one 15-second commercial that have been lined up. The TVCs capture the true spirit of journalism and showcases correspondents and cameramen narrate the stories behind some of the most extraordinary assignments, which include 9/11. The print advertisements also take you on through static images of extraordinary courage exhibited by journalists. "The beauty of the commercials is that it hasn't been staged. The commercials haven't been scripted and reporters have narrated the experiences with passion and true commitment," she said.
AMV BBDO has done the creatives for BBC World. Asked on client's brief, she said, "The brief was to capture the quality of journalism with depth and intensity. AMV BBDO's challenge was then to turn this positioning statement into a strong creative campaign that can be used around the world."
The campaign was launched in Europe in December 2004. The campaign is getting unveiled in India in April and is also expected to hit the Singapore and East Asia market soon.
Gorard said, "The Indian market is an important market to BBC World. It's the biggest market outside Europe for us for this region."