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CNN initiates marketing campaign 'World is Watching' in India

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MUMBAI: CNN ushers in its year-end marketing campaign -- 'World is Watching' in India to drive tune-ins to the vast range of programmes featured on the network and build the importance of global news in today's competitive world.

The campaign will highlight all genres of programmes that are featured on CNN, be it,news, business news, talk shows, lifestyle and entertainment, sports or special programmes. Programmes included are Your World Today, Talk Asia, Quest, Business Traveler, Business International, Spark, CNN Presents and World Sports.

To create awareness, CNN has plans an integrated advertising and marketing campaign. According to an official release, the channel is also launching a contest between 20 November and 20 December. To promote the contest, a special micro-site has been designed, and viewers can participate by logging on to www.knowcnn.com .



The network will launch print ads in consumer and trade publications, online advertising on consumer and trade websites and electronic direct mailers to direct traffic to the micro-site. To further involve the target audience, the contest will be taken on-ground to popular Oxford Book Stores in key cities and hotels.

The contest will provide CNN viewers an opportunity to win exciting prizes such as CNN golf putting sets, gift vouchers, including a grand prize of six nights and seven days holiday package in leading hotels in Greece (excluding air tickets), states the official release.

On the international front, CNN had launched a series of news-inspired ads via print and outdoor drive to position itself as the broadcaster with 'Essential Global Intelligence'. The campaign was created by the marketing agency -- Iris. This marketing campaign was launched for pan-European consumers from September aimed to raise awareness of the range of news CNN offers.

Earlier this year, yet another international channel, BBC World had launched a global advertising campaign, 'Putting News First' which featured correspondents and cameramen, whereby they narrate a story behind some of their most extraordinary assignments. This was the biggest brand campaign since the channel's launch 10 years ago.

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