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BBC World News and BBC.com launch ‘Live the Story’ global campaign

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MUMBAI: BBC World News and BBC.com will launch ‘Live the Story,’ a new brand positioning and global marketing campaign on 14 March.

The activity will include television, press, online, radio, out of home and experiential media. The campaign will span consumer and trade media with particular focus on Germany, Singapore, Hong Kong and additional activity across other European markets and the US.

In January, BBC World News relaunched from Broadcasting House in central London, with new studios, new programmes and a refreshed line-up of presenters including Jon Sopel and Yalda Hakim alongside BBC World News on air personalities such as Komla Dumor, Mishal Husain, Lyse Doucet and Stephen Sackur.

The BBC‘s international news operations have provided global audiences with high quality, impartial and engaging news content for many years.

The new brand position is ‘Live the Story’. It focuses on BBC World News and bbc.com/news unique ability to engage its audiences through its story telling.

The activity will include TV, press, online, radio, OOH and experiential media. The focus of the media plan will be Germany, Singapore, Hong Kong. However, there will be activity across other European markets and the US.

Komla Dumor tells of the pride surrounding African football, Lyse Doucet talks about the immediate aftermath of a car bomb, Laura Trevelyn describes natures force during hurricanes and David Shuckman speaks of the majesty of a space rocket taking off. All ads share the same thing - insight that only a BBC journalist living the story can share.

There is also a substantial digital element to the campaign that follow the lead of the television creative and offers users an added layer of interactivity. In addition, there will also be interactive press ads, digital out of home ads and experiential activity.

BBC Global News Ltd sales and marketing director Chris Davies said, “Our correspondents and presenters live through the most amazing, terrifying, and sometimes life-changing moments so that they can bring these experiences directly to our audiences. Who better then to be the focus of both our brand campaign and of our marketing efforts. Our journalists often put themselves in danger to tell us the real story and as they live the story, so do we”.

The TV ads were directed by Kyle Cooper and all display his trademark use of detail, texture and atmosphere.

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