CNN International and Skype have signed an exclusive advertising partnership around the network’s nightly programme ‘Connect the World’. Skype will advertise around the show’s ‘Connector of the Day' feature segment and will have exclusive advertising presence within the show’s website and dedicated mobile WAP site.
Beyond the ‘Connector of the Day’ sponsorship, a spot campaign is 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. The campaign will play out in front of CNN’s audiences in Europe, the Middle East, Africa, Asia Pacific and Latin America from this week.
Max Raven, Senior VP Ad Sales, CNN International says: “This is an ambitious strategic solution that establishes a meaningful brand association for Skype around a core part of CNN’s new prime time evening line-up. Skype's brand attributes are a great match for our own. We look forward to seeing this commercial partnership executed across CNN’s multiplatform distribution internationally, in front of an increasingly engaged audience”.
Neil Stevens, GM of Consumer Business, Skype says “This is an exciting opportunity that allows us to reach a highly relevant audience and increase awareness of the benefits of Skype.”
About the programme
‘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.
