BBC World News launches global 'Live The Story' repositioning

The new brand identity is an evolution of the 'Never Stop Asking' campaign that was broadcast several years ago. It is the result of the largest marketing investment to date from BBC Global News, part of BBC Worldwide.

The campaign highlights the fact that the BBC has more journalists permanently based around the world than any other international news broadcaster, and that they can bring depth and insight to news by "living the story".

Creative includes BBC correspondents describing what it feels like to witness a particular news story unfolding.

In one spot, BBC US correspondent Laura Trevelyan describes nature's force during hurricanes, while in others, 'Focus On Africa' presenter Komla Dumor explains the pride surrounding African football, and chief international correspondent Lyse Doucet talks about the immediate aftermath of a car bomb.

Chris Davies, sales and marketing director, BBC Global News, said: "We started to think about whether the 'Never Stop Asking' campaign should be changed. It is true that our editorial teams always ask questions and find out the truth, but we wanted to really bring stories to life for our audiences.

"We're saying that we have more people on the ground in the market who really get to know the stories and the people. They are there before the story, during the story and after it, and by doing that they live the story."

The campaign will run across television, press, online and radio, out-of-home and experiential media. It has been created by Rainey Kelly Campbell Roalfe / Y&R with media buying from MEC.

The ad was directed by Kyle Cooper at Prologue Pictures. The creative director at RKCR was Toby Talbot and the art director was Gustavo Kopit Lembi De Carvalho. Copywriting was by Barnaby Blackburn.

The international campaign will have particular focus on Germany, Singapore, Hong Kong, with additional activity across other European markets and the US.

BBC World News relaunched in January from new studios in Broadcasting House in London, with new programmes and a refreshed line-up of presenters including Jon Sopel and Yalda Hakim.

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This article was first published on mediaweek.co.uk