BBC World campaign coins term for audience

Global - BBC World will launch a trade advertising and direct marketing campaign targeting a group of consumers the global broadcaster has tagged as ‘The Internationalists', and will mark the brands first foray into Second Life.

The trade campaign features a range of photographic portraits done by Marco Grob, as well as 24 pen portraits which are meant to characterise ‘The Internationalist' as a unique audience group within the international news landscape. BBC World will use Second Life to introduce this unique audience group to media buyers and trade audiences on 5 October at a conference on the virtual BBC Island.

According to the BBC, ‘The Internationalists' are new-age citizens who are populating today's world and the term was chosen to characterise the BBC World audience. A website, bbcworldinternationalist.com, has also been created.

"The campaign allows us to express the unique qualities of the BBC World audience to the media trade in a new way. The BBC World audience is so much richer and more diverse in behaviour and attitude than a purely C-suite target audience, as it encompasses the worlds of academia, the public sector, opinion-drivers, global citizens, and professionals who operate outside, as well as inside, the boardroom," Jonathan Howlett, director, advertising sales, for BBC Global Channels, said.