Created with RedBee Media and MEC in London, the campaign features images of the programme’s presenters. The campaign is aimed at what the BBC defines as ‘internationalists’, global influencers aged between 30 to 40.
It positions World News Today as an authoritative guide, with the focus on its highly-regarded presenters.
The regional campaign comprises four individual print executions, while the global campaign features a collective image of all four presenters.
The online work invites people to identify the programme relevant to their region, and provides the schedule and additional salient information. The campaign also includes a 30-second on-air trail which is being screened on BBC World and is also accessible online.
