6th Transatlantic Dialogue A Presentation at the Simone Fillies

A Presentation at the
6th Transatlantic Dialogue
„Creative Advertising on CNN – a Cross-Media Approach“
Simone Fillies
Sales Director Germany & Austria
1
March 2004
Agenda
• What is Time Warner? What is CNN?
• CNN – A cross-media plattform
• Case Study: CNN & UBS – Partnership
2
3
The CNN news group is available
to over 700 million people every day
4
CNN Integrated Solution
“Reaching the target market at home, in the office or on the move”
ON-AIR
PR &
PROMOTION
PRINT


Time
CNN Traveller
Sponsorship
 Support spot
A Cross-Media
Approach
campaign
(within Hot Spots)
ON-LINE
ON-THE-GO

On-the-go (PDAs, Mobile Phones)
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Case Study:
&
Partnership
A „Multi-Media“ „Cross-Media“
Approach
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The Challenge for UBS





To leverage its existing Sailing commitment in the
Americas Cup Challenge.
To emphasize the strong link between the world of
sailing and business.
To communicate its vision to key decision makers, on
a global level, through a multi-platform media vehicle.
To reflect UBS brand values through an innovative
and creative media solution to a top leveled target
group
To install a genuine long-term partnership with CNN.7
The Solution


CNN offered UBS a unique, tailor-made package. We created Inside
Sailing, a multi-platform editorial concept, taking a news-based approach to
all areas of sailing - the sport, the technology, the human interest and
the industry.
The Inside Sailing activity runs on-air, on-line and in print, including:
- Inside Sailing programmes - Each show combines the sport of sailing, with
human interest angles and business-related features. Presented by sailing
correspondent Lou James, with Becky Anderson and Liz George reporting
on the major business stories

The Inside Sailing programmes, highlights and updates have been designed
to stimulate sailing awareness towards the Americas Cup in February 2003.
All the on-air and on-line activities are promoted through a heavy marketing
and PR campaign all year around.
8
The Package
UBS asked us to develop an online and offline package to promote
their association with sailing.
The four cornerstones of the positioning on all media plattforms were:
• People
• Sport
• Business
• Technology
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The Media Components



Inside Sailing activity dates - October 2001 to March 2003
Running on CNN International feeds: Europe, Asia, Latin America,
Español and Mexico
Integrated multi-platform solution including:
- Monthly Inside Sailing half-hour programmes
TV
- Monthly Inside Sailing Vignettes
TV
- Weekly Sailing News Update Vignettes
TV
- Inside Sailing page on CNN.com
Interactive
- CNN to be broadcast live to UBS offices
Marketing
- Cross promotion in-print, on-air and on-line, to maximise the
viewers association with the multi-media series.
Promotion
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The Media Components : ON-AIR
+...
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The Media Components : ON-AIR
BB
CNN Programming
5‘’ Opening
Billboard
Vignete
Length: 50“
BB
5‘’ Closing
Billboard
SPOT
UBSSpot
CNN Programming
„Sailing News Update“ is/was in association with “UBS Financial Services Group“
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* Voiceover to be approved by ITC regulations European office
The Media Components : ON-LINE
On-line Section „Inside Sailing“
Branding advertising
Highly interactive content
A totally new section “Inside
Sailing”
 100% banner ownership
 Content window
 Quickvote sponsorship
 Interactive game
 Email newsletter sponsorship
 Bespoke PDA channel
 Video ad’s using vignette
 tailor-made research
Branding advertising
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The Media Components :
ON-THE-GO
• Success was judged by how many
users engaged with the content each
month.
• We were successful the more unique
users we brought to their brand
• We exceeded the unique user targets
by 30%.
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The Media Components :
ON-LINE / Marketing & Promotion
Co-branded on-line Cross Promotion of „Inside Sailing“ Sponsorship
Tune-in banners
Updated monthly
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The Media Components : Marketing & Promotion
Print Co-branded Cross Promotion Ad of „Inside Sailing“ Sponsorship
In TIME Magazine and Fortune
Sponsor
Media-cross-promotion
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The Media Components : PRINT
Print Cross promotion (advertorial) of „Inside Sailing“ Sponsorship
In TIME Magazine
Editorial content from the
show on CNN International
Sponsor Integration
Media-cross-promotion
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Our Users Switch the Medium — Not the Brand
CNNI TV
At any point
throughout the
day, CNN reaches
an upscale
audience via TV
and/or the
Internet
35%
30%
% of total usage

CNN.com
25%
20%
15%
10%
5%
Source CNNI TV: Europe 2002 European Business Elite (10,589,000 adults 25+)
Source CNN.com Europe Edition: WebStats
2a
m
-6
am
12
am
-2
am
10
pm
-1
2a
m
7p
m
-1
0p
m
5p
m
-7
pm
2p
m
-5
pm
12
pm
-2
pm
9a
m
-1
2p
m
6a
m
-9
am
0%
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CNN continues to have the biggest combined web/TV
audience of all news providers
Monthly reach (in million)
5.2 m
web only
both
TV only
3.5 m
3.2 m
2.0 m
1.6 m
CNN
BBC
EuroNews
CNBC
Bloomberg
(Now covers all BBC websites)
Base : All Europe 2003 respondents
Universe : 10,404,000
Source : Europe 2003 / Copyright : IPSOS-RSL
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The Results
“This joint venture will ensure the broadest audience for the sport and
support our high-profile sponsorship of sailing.”
Hans Ueli Goetz – Head of Group Marketing, UBS
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Conclusion
1) CNN is one of the most trusted and respected brands in the world
2) CNN provides global news from a regional perspective
3) CNN outperforms all other news channels in reaching the Top 5%
target in Europe
4) The Top 5% target accounts for 40% of all expenditure and are the key
decision makers
5) CNN reaches its target more cost efficiently than domestic TV
6) CNN is more cost efficient than pan-regional print
7) CNN provides access to its audience via multiple platforms which
increases the advertising impact
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...THANK YOU!
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