CNBC makes new bid to 're-educate' trade

The campaign builds on CNBC's positioning as 'the world's leader in business news'. According to CNBC regional marketing director Anne Pappas, the network is aiming to demonstrate that CNBC is the platform to communicate to an elite audience that includes senior business leaders, high net-worth investors, and the financial services industry. The campaign is running in print and online, and will also be executed through event sponsorship, programme partnerships, DM and PR. It utilises the signature CNBC ticker to differentiate the channel's offering from its competitors in the region, which include BBC World, CNN and Bloomberg. "The marketing strategy behind the campaign is about re-educating advertisers and clients about what CNBC can offer to them to help achieve their communications objectives," said Pappas. "It will drive the qualitative message that CNBC is a first-class editorial product that provides a relevant and engaging environment for their marketing message. The campaign goes beyond highlighting the quantitative aspects of media buying, and reinforces quality programming, creative and flexible advertising solutions that have global and regional." "Our strategy for the trade campaign was based on reinforcing CNBC's access to business decision-makers through its core offering -- up-to-date, live business news -- by adopting a smart, irreverent tone of voice that is reflective of the leading business channel and its viewers," said Calvin Soh, president and creative director at Fallon.