BBC World will use testimonials from global business leaders and opinion formers to roll out a new trade advertising campaign. The campaign will emphasise the channel's news credentials and quality of audience, and has been created in-house.
The endorsers' list includes Sir Martin Sorrell, CEO, WPP; Jong-Yong Yun, Vice-Chairman and CEO, Samsung Electronics; Wally Olins, Chairman, Saffron Brand Consultants; David Tang Wing-Sheung OBE, Founder and Director, Shanghai Tang; John Caudwell, Chairman and Chief Executive, The Caudwell Group; Sanjiv Ahuja, CEO, Orange; and Miha Pogacnik, classical violinist and cultural ambassador of Slovenia.
Their testimonials will be accompanied by images illustrating stories behind some of the extraordinary assignments undertaken by BBC correspondents and cameramen.
The campaign features John Caudwell saying: "I always choose BBC World for news, whatever country I'm in. Having been interviewed by BBC World many times, I know their reporters don't pull any punches. It's this uncompromising approach to seeking out the truth which leads to the faith I have in their dedication and impartiality."
BBC World's Head of Marketing, Seema Kotecha stated that the trade campaign reaffirmed BBC World's position as the channel for global advertisers who wanted to reach an influential audience. "BBC World offers audiences all sides of the story through unbiased, in-depth news reporting and analysis, playing an important role in connecting countries, businesses and cultures," said Kotecha.
Another star of the campaign, Samsung's Jong-Yong Yun, says: "For me, where there is news there is BBC World. BBC World keeps its viewers constantly informed with fast and accurate news. It not only reports the facts however, it helps viewers better understand the issues concerned by always presenting a balanced view. This sets a great example and contributes immensely to modern journalism."
Kotecha added, "These testimonials come from global business leaders and opinion formers from all over the world, who value BBC World. They are influential people on the world stage and their testimonies are a great endorsement of the BBC World channel."
The creative is based on the successful 'Putting News First' campaign, created by BBDO and launched last year. The new campaign will appear in leading international and country specific trade publications, BBC World said in a statement.