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BBC launches Europe-wide ad campaign

Posted: 16/10/03 By: Jemima Kiss

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The online campaign for bbcnews.com - 'world news in perspective'

The international news web site of the BBC, BBCnews.com, has launched its first advertising campaign outside the UK with the aim of increasing its 3 million readership.

From 22 October, the online campaign will run on a number of European sites including Denmark's JP.dk, Germany's T-online.de and Economist.com.

MSN will run the adverts in Scandinavia and LastMinute.com will run them across Belgium, France and The Netherlands.

Building on the popularity of BBC news during recent world events, Alan Booth, the BBC's controller for marketing communications and audiences, said that the corporation aims to continue expanding its online news audience.

"Our research tells us that more and more people are accessing online for background information, and to read the stories behind the headlines.

"By targeting our marketing at an area of Europe where English is widely understood by the online population, we are matching people's needs with an ideal product."

BBCnews.com provides news with an international focus. As well as English-language information, the BBC provides World Service coverage in 43 languages, all of which are accessible through BBCnews.com.

Source:
http://www.brandrepublic.com/digitalbulletin/news_story.cfm?articleID=192718&Origin=DB15102003

See also:
http://www.bbcnews.com
http://www.jp.dk
http://www.t-online.de
http://www.economist.com

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