91بب±¬

Date : 25.09.08
Printable version

For the first time, the 91بب±¬â€™s international news services* are coming together to launch a fully-integrated marketing campaign to drive awareness and tune-in for the 91بب±¬â€™s multimedia coverage of the US08 election. The marketing campaign, which runs across radio, TV, print and online media, will communicate how US government policies affect not just America, but also the rest of the world.

The campaign creative - with the strapline “the vote that affects your worldâ€‌ - shows the global issues that may be affected by US government policy, such as the environment, the rise in food prices and the increase in petrol prices. The campaign shows how the election will impact the world, and explains how the 91بب±¬â€™s coverage will bring its audiences a unique global perspective on the election.

The campaign will run from mid-October through to the election night in early November. The activity includes print and online ads (including ads on bbc.com), plus promotions across 91بب±¬ World Service radio. 91بب±¬ World News and 91بب±¬ America will feature a television promotional campaign.

RedCard, a subsidiary of Ogilvy Group Singapore, devised the creative for the print and online ads; the radio promotions were devised by the in-house team at 91بب±¬ World Service; and 91بب±¬ World News and 91بب±¬ America joined forces to create the television promotions.

Annabel Cameron, Head of Consumer Marketing, 91بب±¬ Global News says, "The creative rationale for this extensive and compelling campaign is rooted in the impact the election could have beyond America. Each element of the campaign aims to drive audiences to the 91بب±¬â€™s US election coverage across the international TV, radio and online news services."

A key part of 91بب±¬ election coverage will be the 91بب±¬ US08 Election bus tour. The uniquely branded bus is travelling through 15 states before finishing in New York. Reporters across radio, TV and online are seeking to discover what Americans are really talking about, and what the world is saying about their nation, at this critical time in America's political history.

* 91بب±¬ World News television, 91بب±¬ World Service radio, the 91بب±¬â€™s internationally-facing news websites.


For more details contact bbcworldnewspressoffice@bbc.com

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