The TV, outdoor, international print and London taxi campaign, created by Scholz & Friends, London, with media planned and bought by Universal McCann Worldwide, will stress CNBC's ability to break business news first on TV with the message "First in Business Television Worldwide." The exact budget, claimed to be "multi-million dollar," was not disclosed.
The ads introduce a "CNBC blue" color palette and highlight the service's peacock logo to create a strong visual identity. London taxi ads feature lines including: "The City. Quick."
Allan Horlick, president and managing director of CNBC Europe, says business news via the TV has the advantage of speed over print news. "Europe has traditionally been more comfortable with print media for business information, but we are following the trend in business TV viewing started in America, where CNBC is seen as an indispensable business tool," he says. "As the leading, 24 hour, global business news provider, we're ideally placed to take advantage of this shift in attitude."
Jane Gash, director of marketing, adds: "Business should never be boring and our advertising campaign is meant to be sharp, to the point and deliberately cheeky. Our target market is as passionate about business and finance as sports fans are about their teams.
CNBC Europe is available in more than 50 million households, offices and hotels in Europe during key hours of the day.
Copyright October 1998, Crain Communications Inc.