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BBC World gets aggressive with its Boardroom Battles season

19-October-2002
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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.

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