Cartier is sponsoring CNN Ones to Watch - a new feature show debuting on CNN International this month.
The sponsorship is a part of Cartier's exclusive global campaign on CNN International, CNN US, CNN en Espanol and CNNArabic.com platforms. It also includes an advertising spot, vignettes and digital components. Cartier is also the exclusive advertiser of the CNN ‘Ones to Watch’ microsite, where on-air programming will be complemented by online video content and interactive features related to the show.
The creative production for billboards and co-branded promotions is developed by Turner Commercial Productions, CNN International Commercial’s advertising sales creative solutions division.The media buying agency behind the execution was Zenithoptimedia France.
Cartier picked CNN for this integrated advertising campaign due to the network's reach amongst a global upscale audience, particularly luxury consumers and male high income earners. The launch of the activity with CNN coincides with Cartier unveiling a new brand campaign aimed at the luxury men’s watch market at the Watches & Wonder exhibition in Hong Kong.
William Hsu, vice president, news advertising sales, CNN International Asia Pacific said:
“Integrating Cartier’s association with CNN Ones to Watch with traditional spot advertising, vignettes and digital elements will maximise the impact Cartier has amongst our unrivalled upscale audience. Luxury is proving to be an increasingly important sector for CNN as more brands see the benefit of aligning with our high quality content to reach an engaged and valuable global audience.”