Top Story

e4m_logo.png

Home >> Media – Print >> Article

BBC World gets aggressive with its Boardroom Battles season

19-October-2002
Font Size   16
BBC World gets aggressive with its Boardroom Battles season

For its currently running show, 'Boardroom Battles' BBC World has adopted an in-flight campaigning. Targeting international business makers 'Boardroom Battles season', is a programme, which showcase the documented case studies that would be of importance to the management students. The channel is also using the outdoors and the print platform to promote the series.

Says Jane Clancey, Head-Marketing, BBC World, "The Boardroom Battles season is our offering to our core target audience of International business decision makers and the in-flight campaign is a unique approach to directly grab the attention of this audience group." Clancey further adds, "The programmes showcase documented case studies that would be of relevance to management students who are future business decision makers as well, and hence, for the first time, we are also reaching out to the business schools in India as part of our campaign."

Boardroom Battles features 'Dangerous Company', a three-part series looking at some management failures that have led to financial crises. 'Trouble At The Top', a ten-part series which enters the world of big business, examining how bosses steer their way through start-ups, revivals, turnarounds and disasters and 'Back To The Floor', a seven-part series where top bosses return to the shop floor for a week to see what working life in their companies is really like.

And to promote these programmes, BBC world is using Jet Airways for the in flight advertising. It is circulating leaflets with the newspaper everyday on Jet Airways flights targeting the large number of business travellers who are the main viewers for the 'Boardroom Battles' season.

The broader business audience is targeted through a mass media campaign driven by press advertisements in the Sunday editions of The Economic Times and The Statesman with the creative strategy aiming at ensuring tune-ins for the programmes.

BBC World is also addressing another niche audience group for these programmes - Business School students. Posters and leaflets will be placed in the top business schools across India to encourage management students to watch the programmes on the channel.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...