BBC World News changes positioning to boost preference

BBC World News is taking on a new brand positioning backed by its biggest ever international marketing campaign to boost preference for the channel and BBC.com website in territories where local news providers tend to be the first choice.

The brand is “evolving” its positioning from “Never Stop Asking” to “Live the Story”, which better reflects the “passion and engagement” the channel has with the stories it covers as well as the impact they have on its journalists who sometimes put themselves in danger to gather their scoops, BBC Global News sales and marketing director Chris Davies told Marketing Week.

The evolution will be backed with BBC World News’ “most significant marketing campaign” in terms of reach and spend, which will run on TV, press, online, radio out of home and experiential. It was created by RKCR/Y&R and MEC handled the media planning and buying.

The campaign, which launches tomorrow (14 March), will have a prominent presence in Germany, Singapore and Hong Kong – territories Davies says have a high consumption of news and are competitive market places. Activity will also span other European markets and the US.

Davies says the brand chose to launch the campaign now to represent the “confident new face” of BBC News, which has recently moved to a new studio and office space in London W1 and taken on board a fresh lineup of presenters including Jon Sopel and Yalda Hakim.

He adds: “We want to get people to consume news more regularly and spend longer with us, moving them further up the pyramid to more engaged user levels. The BBC brand is not in its home market outside the UK so we have a job to do with an international audience to tell them why they should choose us over their local news provider.”

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