Skype launches first global campaign

Skype is launching its first global campaign in a partnership with CNN International’s nightly programme Connect the World.

The internet telephone company will sponsor the show’s “Connector of the Day” segment and will have exclusive advertising presence within the its website and dedicated mobile WAP site.
A spot campaign has also been designed to raise awareness of a range of Skype features including free video calls, its availability on mobile phones and its ability to connect calls to landlines and mobiles at home or abroad at low rates.

The campaign, created by Skype’s ad agency Albion, will reach CNN audiences in Europe, the Middle East, Africa, Asia Pacific and Latin America from this week. Media is being handled by Manning Gottlieb OMD.

Max Raven, CNN International senior VP ad sales, says: “This is an ambitious strategic solution that establishes a meaningful brand association for Skype around a core part of CNN’s new prime time evening line-up. Skype’s brand attributes are a great match for our own.”

Meanwhile, CNN is in the process of launching a new prime time evening line-up following research which found that its viewers want more analysis, intelligent business, greater transparency and intelligent interviews.

Connect the World will form part of this new programme line-up. The Turner-owned channel, part of the Time Warner group of companies, has launched four new shows in the past 12 months and has three more to unveil before the end of the year.

The changes also include new graphics and a soon-to-be revealed new tagline.

Last week, eBay sold a majority stake in Skype to a private investment group, for a cash payment of £1.17bn. The online auction company had bought Skype for $2.6bn (£1.6bn) in October 2005.

Skype is currently reviewing its global ad account.

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