BBC World News has announced the launch of a new series of vignettes, called The Yearbook, which will be sponsored by whisky brand Chivas Regal.
The Yearbook series follows the stories of six real life school friends from Singapore, whose lives have taken different and interesting routes since they left school. Each 1 minute vignette takes up the story of a different individual, while showing how the friends have maintained their relationships together since they graduated.
Chivas Regal is to sponsor the series and will also be taking a supporting advertising campaign online on bbc.com from January 2010. TheYearbook vignettes will run in BBC World News Asia Pacific feed from this week until the end of March. Advertising for the brand will also appear on BBC Knowledge.
The sponsorship marks the first advertising campaign from Chivas on BBC World News, bbc.com and BBC Knowledge Asia Pacific.
Cindy Tan, Regional Director at BBC Advertising Sales, says: “We’re delighted that Chivas Regal has chosen to sponsor the Yearbook vignettes and to advertise with us. It’s a real vindication of our strength in the Asia Pacific region and the way our multi-platform offering helps advertisers to reach a high quality audience. We have a compelling offering for luxury advertisers, and particularly strong evidence that such brands thrive in the environment of bbc.com.”
Xavier Beysecker, Vice President – Marketing of Pernod Ricard Asia at Chivas Regal, adds: “BBC World News has a strong and broad distribution in Asia, and its reach amongst our key audiences makes it perfect for us. The fact that we can extend our campaign across a range of channels, including bbc.com, also means we are communicating across multiple touch-points. The Yearbook series matches the values of our ‘Live with Chivalry’ campaign perfectly, and we’re looking forward to seeing it on air.”
BBC World News, the most watched BBC channel, has 74 million viewers a week worldwide.