BBC World Service's campaign for the Arab region

MUMBAI: BBC World Service is launching a pan-Arab marketing campaign. The aim is to promote its radio service as well as online interactivity in the region.


The campaign kicks off today. The 11-week multi-media ad campaign launches across the Arab world with its core message, "Express your views ? you don?t need permission".'s editor Hosam El Sokkari said that the BBC offers its Arabic-language audiences an opportunity to interact and comment on issues of regional and international importance. "Our interactive programmes cater for different types of audiences, covering issues from hard news and current affairs to youth and sport.

"Together with the Have Your Say section on these interactive programmes have turned BBC Arabic into a hub across the Arab-speaking world for a free and open debate and dialogue as people call us, email us and message us."

The beeb issued a release saying that it used the agency of Young & Rubicam Dubai to produce creative work for the campaign while Mediaedgecia Dubai planned and bought media. The print campaign will appear in key pan-Arabic dailies, weeklies and monthly magazines reaching an estimated three million people. The campaign will also appear - in Arabic and English - on major and specialised online sites, and on BBC Arabic radio trails across the Arab world.

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