Rolling out on 5 October, the platform seeks to leverage the network’s audience of international consumers, focusing on “decision-drivers, early adopters and frequent travellers”. The Second Life launch will be fronted by BBC technology programme Click presenter Spencer Kelly, who will the ask participants to explore the newly-created BBC island in the popular social networking site.
The ATL creative will focus on a range of portraits photographed by Marco Grob, along with 24 pen portraits which demonstrate the characteristics of the group. The campaign also includes a new website, www.bbcworldinternationalist.com
