MUMBAI: CNN International and Skype have signed a global advertising partnership around the news broadcaster‘s show Connect the World whereby Skype will have exclusive advertising presence within the show’s website and dedicated mobile WAP site. Additionally, the sponsorship will be referenced on screen throughout the show with a flipper showing the company’s logo and a line, “Connect the World, sponsored by Skype.”
A spot campaign has been designed to raise awareness of a range of Skype features including free video calls, Skype’s availability on mobile phones and Skype’s ability to connect calls to landlines and mobiles at home or abroad at very low rates. From this week onwards, the campaign will play out in front of CNN’s audiences in Asia Pacific, Europe, the Middle East, Africa and Latin America.
CNN International VP ad sales William Hsu says, ” This is an ambitious strategic solution that establishes a meaningful brand association for Skype around a core part of our programming line-up. We look forward to seeing this commercial partnership executed across CNN’s multi-platform distribution internationally.”
Skype GM of consumer business Neil Stevens adds, “This is an exciting opportunity that allows us to reach a highly relevant audience and increase awareness of the benefits of Skype.”
Connect The World is a direct response to CNN viewers’ desire for a programme which joins the dots of global stories by exploring how an event or circumstance in one part of the world can have significant impact elsewhere.
Focussed on connections and how they build on each other, the hour-long show is an innovative mix of CNN reports, guest interviews, regular ‘Connect the World’ contributors, in-show viewer interaction and feature segments, presided over by presenter Becky Anderson.
The show’s Connector Of The Day feature segment steps away from the day’s headlines and invites a well-known figure on the international stage to sit with Becky and respond to viewers’ messages, questions and comments.
Viewers can discuss the responses and the wider connections prompting the discussion and join Becky and the connector as they continue the debate on CNN.com and via Skype Chat after the programme ends.
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