Cross platform campaign combines on-air activity with special events
London, 26 September 2006: BT Global Services has awarded its media brief to CNBC, the recognised global leader in business news, for a solus cross platform campaign that covers Europe, the US and Asia.
The campaign, planned and bought through Starcom, will not have traditional spot advertising, but works in partnership with CNBC globally to create an event driven campaign, supported by on-air vignettes and sponsored programme trailers, across all three CNBC regional networks in the US, Europe and Asia.
The campaign taps into CNBC involvement at a number of influential events around the world, including the World Economic Forum’s Annual Meeting in Davos, its China Business Summit and its India Economic Summit.
BT associates itself with CNBC Europe’s coverage of these key business events through sponsorship of a 60 minute programme special from the Forum’s Annual meeting, programme trailers and sponsored vignettes that will feature CEO interviews and analysis of the issues discussed at the event. CNBC Europe will also produce BT sponsored vignettes with interviews and highlights from two Gartner Symposium/ITxpo events.
Events will also be supported on-the-ground with CNBC and BT branded receptions for key industry executives. The campaign will be carried through on-line activity with vignettes running on BT.com and print advertisements in CNBC European Business magazine.
BT also becomes a global award sponsor at CNBC’s prestigious leadership Awards programmes in Europe, the US and in Asia. The Awards programmes recognise the CEOs in each region who are making a difference through leadership and culminate in a gala Awards ceremony attended by the region’s top CEOs.
Eveline Knipping, head of B2B Campaign Strategy & Execution at BT Global Services said, “This campaign is different as it not only gives us an on-air presence reaching CNBC’s influential C-suite audience, but also enables us to engage with them face-to-face at key events around the world. The campaign also gives us a global footprint with a presence across all three CNBC networks, while communicating locally relevant messages.”
Liz Jones, VP and European Sales Director at CNBC Europe said, “This is a further demonstration of our successful creative services strategy and one that our in-house team has tailor made for BT. It’s a great example of a campaign that optimises our unique position in the market. It will reach our senior business leader audience both on-air and on the ground at key events where CNBC has a presence.”
For more information, please contact:
Charlotte Blenkinsop / Hugo Foulds
+44 20 7653 9448 / 9398
About CNBC Europe
CNBC Europe is the only pan-European real-time financial and business channel dedicated to European CEOs and senior corporate executives, the European financial services industry and the European investor. Today the channel is available in over 100 million homes, 1,400 banks and financial institutions and thousands of four and five star hotel rooms throughout Europe, the Middle East and Africa. CNBC Europe is wholly owned subsidiary of NBC Universal. NBC Universal is the broadcasting unit of the General Electric Company (GE).