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BBC World Service launches e-marketing campaign

30-April-2005
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BBC World Service launches e-marketing campaign

BBC World Service has come out with its first major direct e- marketing campaign. It builds on the success of its e-newsletters sent to thousands of listeners across the world.

The newly designed service offers subscribers the benefits of personalised content based on four key genres -- world affairs, arts and culture, science and sport and is available in text or html formats.

Alan Booth, Controller of BBC World Service Marketing Communications & Audiences, said, "For the first time, listeners will be able to get in their inboxes an update every week on what's coming up on BBC World Service. In today's fast-changing media environment, people are bombarded with choice. While there is a strong BBC brand loyalty among our international audiences, we feel it's important to keep them up to date and focused on the programmes we know they will enjoy."

When asked on the need for coming up with the new e- marketing campaign, Booth said, "More of our English language audiences around the world use e-mail regularly, be it at home, at work or via internet-cafes, and we thought it's an important communication channel to be able to reach them with the latest information about our programmes. We also didn't want people to be disappointed about missing any BBC coverage of important events."

From May 6, the newly designed BBC World Service E Network, promoting the BBC's international English language radio and online output, will go weekly. Subscriptions will be driven via puff-boxes on BBC's online site www.bbcworldservice.com/schedules and supported by online and on air advertising.

Subscribers will also receive links to live online listening, access to interactive debates and the chance to enter monthly prize draws.

UK based digital agency, Broadsystem will be handling the e-mail delivery service and the micro site creation, while the marketing campaign for the relaunch is being handled in- house.

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