BBC World launching global campaign

BBC World is launching a global advertising campaign to highlight the international nature of its audience. The broadcaster, which is part of the BBC’s commercial arm BBC Worldwide, describes its viewers as “the internationalists”.

The advertising and direct marketing campaign has been developed by Ogilvy RedCard and features portraits of people who characterise the internationalists. BBC World says its audience includes businessmen and women and people who work in academia, culture, science and government.

BBC World has also created a website – bbcworldinternationalist.com – to “showcase” the nature and attitudes of its audience to advertisers.
The Internationalists will be launched to media buyers and trade audiences on October 5 in the virtual world Second Life.

BBC World’s head of marketing Leanne Mackee says: “This campaign does more than just tell people about our audience – it involves them with engaging initiatives that really appeals to our advertising audience.”