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BBC World News launches ‘Live the Story’ global campaign

The campaign creative includes TV ads featuring BBC correspondents narrating a news story and what it feels like to experience a particular news story

BestMediaInfo Bureau | Delhi | March 14, 2013

The BBC yesterday announced that on March 14, BBC World News and will launch ‘Live the Story,’ a new brand positioning and major global marketing campaign. The activity will include television, press, online, radio, Out of Home and experiential media. The campaign will span consumer and trade media with particular focus on Germany, Singapore, Hong Kong and additional activity across other European markets and the US.

The ‘Live the Story’ campaign focuses on the ability of BBC World News and to engage audiences through its reporting. With more journalists in more places than any other international news broadcaster, the BBC brings unrivalled depth and insight to news from around the world.

The campaign creative includes television ads featuring BBC correspondents narrating a news story, telling the audience what it feels like to experience a particular news story, giving insight that only a BBC journalist can share. Focus on Africa presenter Komla Dumor tells of the pride surrounding African football and chief international correspondent Lyse Doucet talks about the immediate aftermath of a car bomb. US correspondent Laura Trevelyan describes nature’s force during hurricanes and science editor David Shukman's speaks of the majesty of a shuttle launch after experiencing it up close.

There is also a substantial digital element to the campaign that follows the lead of the television creative and offers users an added layer of interactivity. In addition there will also be interactive press ads, digital out of home ads and experiential activity.

Chris Davies, Sales and Marketing Director, BBC Global News Ltd, said, “Our correspondents and presenters live through the most amazing, terrifying, and sometimes life-changing moments so that they can bring these experiences directly to our audiences. Who better to be the focus of both our brand campaign and of our marketing efforts? Our journalists often put themselves in danger to tell us the real story and as they live the story, so do we.”

In January, BBC World News relaunched from Broadcasting House in central London, with new studios, new programmes and a refreshed line-up of presenters including Jon Sopel and Yalda Hakim alongside BBC World News on air personalities such as Komla Dumor, Mishal Husain, Lyse Doucet and Stephen Sackur.

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