CNN International: CNN ECOSPHERE COP17

This campaign for CNN, the international TV news broadcaster, sought to revive interest in climate change, drive viewers to CNN's coverage of the United Nations COP17 Conference in Durban, South Africa, and make CNN a relevant and credible brand within the green community.

CNN International: CNN ECOSPHERE COP17

Heimat Berlin

Advertiser: Turner Broadcasting System (Germany)Brand: CNN InternationalCountry: Germany

Objectives

1st objective:

Revive interest in the Climate Change topic and drive viewers to CNN International's coverage of the United Nations COP17 Conference in Durban, South Africa.

2nd objective:

Make CNN a relevant and credible brand within the green community. Convince a skeptical audience that lives online that CNN is a relevant outlet for environmental issues and discussions. And thus make CNN appear as a relevant media partner for green brands and green advertising messages.

Strategy...

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