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.