Themed around the idea of the BBC’s reporters covering the news in a more dynamic way, the refreshed brand identity entitled ‘Live the Story’ will highlight the unique depth and insight offered by the channel.
The immersive and innovative campaign will be heavily focused on digital and will include homepage takeovers of their own channels as well as online ads outside of the UK. The aim is to ensure that the BBC is the first port of call for news across Europe by making the brand feel more dynamic and modern in its new news studio enabled with state of the art technology. QR codes will also be used on print executions inviting users to hear first-hand accounts of the events being reported by those journalists actively living the full story.
The international campaign, focused on Germany, Singapore, Hong Kong and the US, will run across television, press, radio, out-of-home and experiential media with the media buying also handled by MEC. There will also be pan-regional media partnerships with titles including The Financial Times and Eurosport.
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