 BBC covers US campaign
The British Broadcasting
Corporation (BBC) is launching a marketing campaign for its international news
site www.bbcnews.com
with an online advertising, which started September 23 in key media across the
United States of America (USA).
As the US heads for polls, the
campaign entitled world news, global views, promotes the BBC’s award-winning
site to the country’s hard news-seekers, the people who, as research shows,
are hungry for an international perspective.
Following a competitive pitch
process, creative for the campaign and online media planning, buying was handled
by London-based specialists, Agency Republic. The highly targeted campaign
focuses on sites, which attract hard news seekers, including AOL, MSN, ‘International
Herald Tribune’, ‘Washington Post’, ‘Time Magazine’, ‘The Economist’
and ‘The Far Eastern Economic Review’.
For the first time the news
agency site www.reuters.com has allowed an external company to take over their
homepage with a combination of flash animated ads and BBC-branded wallpaper. The
BBC is using live news feeds from bbcnews.com in some of its creative
executions, including an interactive overlay featuring a map of the world which
allows the viewer to select BBC news headlines by region from within the
advertising itself.
Steve Herrmann, world editor of
bbcnews.com, said, “The US market is significant to us. A large part of our
international audience is based in North America. We get a lot of interest and a
significant volume of feedback and comment from people in the US, many of them
responding to news events through our interactive area, Have Your Say. Our users
in the US tend to have a strong interest in international news, often because
they have close family or business connections with other regions of the world.
“As the US election
approaches, we expect more people to want access to the wider view we can
provide. We don’t see ourselves as replacing domestic news suppliers but we
offer a valuable alternative - in-depth insights on the day’s news from a
global perspective.”
The campaign has been designed
and the media plan executed by the London-based online specialists, Agency
Republic. This is the third bbcnews.com campaign the Agency Republic team has
produced for the BBC. Two advertising campaigns in Western Europe delivered over
100 million opportunities to view BBC advertisements.
Gavin Marshall, business
director at Agency Republic, added, “To maximise effectiveness, we’ve used
US Census data to inform DMA targeting. That way, we can focus our spend within
those geographical regions that have high concentrations of our target audience.”
bbcnews.com is the website of
the BBC’s news services featuring news and analysis with a special emphasis on
a global news agenda. It also offers easier access to international coverage of
sport, arts, science and technology, as well as the BBC World Service’s site
which features text and audio in 43 languages. It contains detailed information
about World Service broadcasts, schedules and frequencies in all languages.
Agency Republic is a digital
advertising agency that combines media, creative and planning expertise to
transform businesses, build brands, drive transactions and generate commercial
results.
N Arun Kumar
|
