CNBC, the leading business and financial news channel, today announced that it was launching a pan-European brand advertising campaign to help boost awareness of the channel.
The advertising campaign follows the channel opening a new Middle Eastern editorial studio in Bahrain, and several key distribution deals that have increased the channel’s reach to 130 million households across EMEA.
The campaign will be on-air, in print and on-line and will run pan-regionally in media including the Wall Street Journal, Eurosport and ESPN America. An online and print campaign will run in media trade titles, including M&M and Brand Republic, at the beginning of June and throughout 2010.
The creative, developed in house and booked through MPG, builds on the channel’s previous campaigns and features short, concise, direct messages that aim to reinforce the brand to its current audience and to attract new viewers to the advantages of tuning in. In this wave the statements being used include:
· Stress test
· Business from the front line
· New game plan
· In times like these
The print ads also feature CNBC’s recognisable on-screen ‘ticker’ and are jointly branded CNBC and CNBC.com to help promote the network’s digital platform.
Separate creative, highlight the channel’s increased availability, will run online on key business and financial websites in Scandinavia (Finland, Sweden, Norway, Denmark), Israel, Russia and Turkey.
Specific print and online creative will run in Bahrain, to support the launch of CNBC’s editorial facility there, highlighting that CNBC’s pan regional programme Capital Connection will now be tri-anchored from Bahrain, London and Singapore.
Charlotte Blenkinsop, Vice President Marketing and Communications, EMEA at CNBC commented, “CNBC has significantly grown its reach this year and this campaign targets key markets to emphasise CNBC’s offering and attract new viewers to the channel.”
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