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24 September 2014
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BBC World introduces The Internationalists with global trade campaign


Today sees the launch of a wide-ranging multimedia marketing and communications campaign from BBC World to introduce the trade to a new way of looking at its unique audiences - The Internationalists.

The Internationalists are the new-age citizens who are populating today’s world. They are the decision-drivers, avid travellers, big spenders and conscientious consumers. They are global influencers, early adopters, and frequent travellers who are committed to global issues and life-long learning. They are BBC World’s viewers.

The Internationalists term was chosen to characterise the BBC World audience, as it describes a truly diverse, well-travelled and cosmopolitan group of global citizens. The Internationalists who make up BBC World’s viewers, include, but are not limited to, business-focussed professionals, but also embrace the worlds of academia, culture, science and government.

The Internationalist campaign, developed in partnership with Ogilvy Red Card, kicks off with a global trade advertising and direct marketing campaign featuring a range of exclusive portraits of The Internationalists, photographed by renowned photographer Marco Grob. Complementing the photographs are 24 pen portraits which characterise The Internationalists as a unique audience group within the international news landscape. The Internationalist campaign allows BBC World to communicate the nature and attitudes of its viewers with a new level of insight and clarity to the trade, and also acts to inform and influence the channel’s editorial focus.

In addition, a new website showcases the unique qualities of The Internationalists and their appeal to a wide range of advertisers. It also has a fun interactive Internationalists game and screensavers.

On 5 October BBC World will introduce The Internationalists to media buyers and trade audiences from around the world via the virtual world of Second Life. A BBC World conference will take place on a virtual BBC Island, created specifically for this campaign, and marks BBC World’s first ever foray into Second Life. Conference guests will create avatars (virtual selves) within Second Life, which will land on BBC Island, be greeted by a member of the BBC World team, and guided into the auditorium. Spencer Kelly, the presenter of BBC World’s technology programme Click, will then give a short presentation to introduce The Internationalists, and then invite avatars to explore the BBC World Island.

Jonathan Howlett, director, advertising sales, BBC Global Channels, says, “The Internationalist 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.”

Leanne Mackee, head of marketing, global, BBC World, says, “The nature of this extraordinary audience demands a new approach to marketing communications, from the Marco Grob portraiture that really brings this audience to life, to the exclusive Second Life experience - these innovative approaches are absolutely what this audience is about. It makes them real, not just in terms of attractiveness to advertisers but also as interesting, fresh and multi-dimensional global citizens. This campaign does more than just tell people about our audience, it involves them with engaging initiatives that really appeals to our advertising audience."

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Date : 26.09.2007
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