BBC World News Looks to Build U.S. Presence

NEW YORK, July 11: With limited carriage in the U.S. on
Cablevision and Verizon’s FiOS TV, BBC World News is embarking on a new
advertising campaign to create awareness of the global news network stateside.

The consumer marketing campaign launched this week and
encourages people to express their interest in receiving the channel on their
cable and satellite platforms. The month-long, guerrilla and viral campaign
communicates the message: “See the world you’ve been missing, for unbiased
global news visit demandbbc.com.” The campaign, created by BBDO New York,
includes 450 giant map pieces placed in strategic locations in Los Angeles, San
Diego and Columbus, Ohio. The map pieces
represent 12 countries underrepresented in the news agenda from U.S. networks.

The central feature of the campaign, located in Los Angeles,
is a cable art installation on a wall on 9th Street at Santee
Street. The artwork, created with coaxial cable wire, represents an
international news event.

Further, a series of rich media interactive online banners
are running on a variety of targeted consumer sites throughout the month. There
is a supporting 30-second advertisement running on BBC America.