BBC is rolling out its new global marketing effort and a new brand positioning for BBC World News and BBC.com. The campaign entitled «Live the Story» is launching across multiple media platforms including television, press (with interactive press ads), online, radio as well as out-of-come and experiential media. With the new cross-country and cross-channel marketing initiative, BBC is celebrating its ability to cover the hottest topics of the day, delivering news from every corner of the world.

Pic.: A snapshot from the BBC «Live the Story» spot, wwww.bbc.co.uk

The campaign, launched on March 14, is rolling out with particular focus on Germany and two Asian countries, Singapore and Hong Kong, and additional activity across European countries and the USA. BBC World News and BBC.com/news deliver timely and accurate reports on what is happening across the globe, and this is highlighted in the new campaign. “With more journalists in more places than any other international news broadcaster, the BBC brings unrivalled depth and insight to news from around the world,” notes BBC.

As part of the campaign, developed by Rainey Kelly Campbell Roalfe/Y&R, BBC releases four TV spots, starring the channel’s faces—Focus On Africa presenter Komla Dumor, chief international correspondent Lyse Doucet, US correspondent Laura Trevelyan, and science editor David Shukman. In the videos, they let the audience feel what it is really like to not just report on what’s unfolding, but actually live it. This adds a “breathing” twist to their reports, enabling the audience to “live,” experience the stories, too. Watch the first two spots here and here.

“Our correspondents and presenters live through the most amazing, terrifying, and sometimes life-changing moments so that they can bring these experiences directly to our audiences,” shared Chris Davies, Sales and Marketing Director, BBC Global News Ltd. “Who better then to be the focus of both our brand campaign and of our marketing efforts. Our journalists often put themselves in danger to tell us the real story and as they live the story, so do we.”

The new BBC World News and BBC.com campaign follows the recent re-launch of BBC World News, which got new studios and a refreshed line-up of presenters.