CNN has launched a pan-EMEA advertising campaign designed to underline its credentials as the world’s leading international news channel.
The campaign seeks to build the profiles of its individual anchors, cementing their relationships with existing viewers and growing the channel’s core audience. The creative uses hyper-real portrait photography of CNN International’s key presenters, including Richard Quest, Hala Gorani, Dan Rivers, Pedro Pinto and Becky Anderson, alongside lines such as “Richard. Your competitive advantage is my business”; “Pedro. Behind every sporting hero, there’s a story”; and “Hala. When we know it, you know it.”
Each of the executions uses the line: “Go beyond borders, wherever you are.” Posters will form the backbone of the campaign, running across airports in Abu Dhabi, London, Frankfurt, Paris, Stockholm and Johannesburg. Print ads will supplement the posters in key markets, as well as digital executions across a number of major online portals and promos on CNN International.
CNN recently expanded its business programming portfolio with the launch of ‘Global Exchange’ out of Abu Dhabi.