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 BBC World News and BBC.com/news and our unique ability to engage audiences through our 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 and, because our journalists live the story, our audience can live the story along with them.
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 Trevelyn describes nature’s force during hurricanes and science editor David Shuckman 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 then 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 re-launched 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.