News
CNN International launches pan-EMEA campaign
23 November 2011
CNN International is launching a pan-EMEA campaign which aims to build the profiles of its individual news anchors and cement their relationships with existing viewers.
The campaign, created with creative agency Play People, aims to grow the channel’s core audience and will roll-out across outdoor, print and digital channels from this month until early 2012.
Outdoor executions will provide the spine of the campaign that will feature the channels key presenters, including Richard Quest, Hala Gorani, Dan Rivers, Pedro Pinto and Becky Anderson. The posters will feature the tagline ‘Go beyond borders, wherever you are’ alongside individual captions from the presenters and will be placed across airports in London, Frankfurt, Paris, Stockholm, Abu Dhabi and Johannesburg.
Print ads will complement the posters in key markets, along with digital executions across a number of online portals. There will also be additional promos airing on
CNN International itself.
“The focus of the campaign is very much on our people, and the credibility and passion they have as individuals; but it’s also about our viewers,” said
CNN International marketing manager Gillian Power. “They want news and information from a source they can trust and to whom they can relate, and here we’re underlining exactly what they can expect from CNN International.”
Dean Kelly, London