CNN has launched a year-end marketing campaign – 'World is Watching' – in India to drive tune-ins to the vast range of programmes featured on the network and build the importance of global news in today's competitive world.
To create awareness and drive entries for the contest, CNN has planned an integrated advertising and marketing campaign. To promote the contest, a special micro-site has been designed, and viewers can participate by logging on to www.knowcnn.com. The network has also launched print ads in consumer and trade publications, online advertising on consumer and trade websites and electronic direct mailers to direct traffic to the micro-site.
The one-month long campaign started on November 1. It is a 30-second ad and has seven spots a day. It is visible on CNN and AXN's South Asia feed.
While talking about the range of programmes being promoted, Miran Shah, Director Affiliate Relations & Marketing for CNN, Turner International India, said, "We will be highlighting all genres of programmes that are featured on CNN, whether it's general news, business news, talk shows, lifestyle and entertainment, sports or special programmes so stay tuned to CNN. The programmes include: 'Your World Today', 'Talk Asia', 'Quest', 'Business Traveler', 'Business International', 'Spark', 'CNN Presents', 'World Sports'."
To further involve the target audience, the contest will be taken on-ground to popular Oxford Book Stores in key cities and hotels. The contest will provide CNN viewers an opportunity to win exciting prizes such as CNN golf putting sets, gift vouchers, including a grand prize of six nights and seven days holiday package in leading hotels in Greece (excluding air tickets). The online contest starts from November 20 and will close on December 20, 2005.