BBC World Service launches major e-marketing campaign

MUMBAI: The BBC World Service is launching its first major direct e-marketing campaign. This builds on the success of its e-newsletters sent to thousands of listeners across the world.

From Friday 6 May, the newly-designed World Service E-Network, promoting the BBC's international English language radio and online output, goes weekly. Subscriptions will be driven via puff-boxes on BBC's online site, and supported by online and on-air advertising.

The BBC World Service E-Network offers subscribers the benefits of personalised content based on four key genres - World Affairs, Arts and Culture, Science and Sport - and is available in text or html formats. Subscribers will also receive links to live online listening, access to interactive debates and the chance to enter monthly prize draws.

BBC World Service controller marketing communications and audiences Alan Booth said, "For the first time, listeners will be able to get in their inboxes an update every week on what's coming up on BBC World Service. In today's fast-changing media environment, people are bombarded with choice. While there is a strong BBC brand loyalty among our international audiences, we feel it's important to keep them up-to-date and focussed on the programmes we know they will enjoy."

BBC World Service has appointed the UK-based digital agency, Broadsystem, to handle the email delivery service and the micro-site creation. The marketing campaign for the re-launch is being handled in-house.

BBC World Service broadcasts programmes around the world in 43 languages and is available on radio and online. It has a global audience of 146 million listeners. It is available globally on short wave; on FM in 140 cities; and selected programmes are carried on around 2,000 FM and MW radio stations around the world. The BBC World Service claims that its websites receive around 280 million page impressions every month.

Broadsystem creates, manages and delivers customer and audience communication strategies. It is the UK's leading provider of outsourced marketing communications, providing data-driven customer contact services focussing on three main areas of expertise: customer relationship management, contact centre services, and media services.

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