BBC World wins 'best billboard campaign'

MUMBAI:BBC World‘s New York City advertising campaign has won the best billboard campaign at the 21st London International Advertising Awards.

The campaign had the biggest world events and news topics as the central feature, asserts an official release.

The outdoor campaign, created by BBDO New York, was developed to support the official launch of the 24-hour BBC World channel in the US. The campaign communicated ‘unbiased international news‘ focusing on global content the channel brings to US viewers, adds the release.

News beyond your borders was about reminding Americans that there is news outside the United States and that BBC World gives its viewers a global perspective. It appeared from 5 June, via posters and interior cards on the New York area commuter rail network.

Each advert depicted a puzzle, which at first glance appeared to be a vaguely familiar map, but on further examination, revealed a new image - a soldier with a gun; a health worker holding an infected bird; a hostage being detained; and a city under water.

The execution also appeared as an insert in the Financial Times and Newsday in June.

BBC World director of marketing Jane Gorard says, "Our brief to BBDO was to create a powerful outdoor campaign that generated buzz around New York and sparked debate around some key global news issues. The powerful images highlighted the global perspective and the impartiality of coverage, for which BBC World is known around the world. We are delighted to see the campaign get this level of international recognition."

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