BBC Launches Global Ad Campaign

BBC World Service and BBC World are to promote their international news operations with a global ad campaign.

The campaign, which is targeted at business decision makers, will run on posters in European and Asian airports. It will also feature in international business journals and newspapers.

According to the BBC, the new promotion, which is based around the theme “demand a broader view”, aims to raise awareness of the BBC’s international news output and the Corporations’ impartiality.

Jane Futrell, head of international marketing communications at the BBC, commented: “Demand a broader view takes our earlier joint campaign one step further and encourages our audiences to think about the breadth and range of BBC news output.”

The campaign creative, which was designed by the WARL group, will feature images and straplines designed to illustrate how one story has many interpretations. For example a picture of a man in handcuffs will feature three different words; Terrorist? Hero? or Victim?

Earlier this week Shadow Culture Secretary, John Whittingdale, called for the BBC come fully under the control of the new super-regulator, Ofcom, following the publication of the Government’s Communications Bill (see Tories Urge Government To Bring BBC Under Ofcom).

BBC: 020 8743 8000 www.bbc.co.uk

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