The BBC is launching the bbcnews.com
site's latest innovation - a breaking news desktop alert service - in
an online advertising campaign aimed at international news seekers in
Based on the key message, All the news you need, the campaign promotes
the range of news available on the award-winning site and enables online
users to sign up for breaking news alerts directly from the advertising.
bbcnews.com already attracts over 200 million page impressions a month
of which one in four comes from Western Europe.
The region has a high level of internet penetration and research shows
that users have an appetite for high quality international news coverage.
However, while the BBC brand is well-established across Europe, bbcnews.com
is still a relatively new product in the region.
The BBC is positioning it as the world's number one English language
news site and building a connection with audiences through the breaking
news alerts and other interactive opportunities on the site.
All the news you need launches on Tuesday 11 May on a wide range of
online portals and local news sites in Austria, Germany, the Netherlands
Alan Booth, Controller of BBC World Service Marketing, Communications
& Audiences, said: "Time is a precious commodity, and the introduction
of breaking news alerts is a unique way of keeping busy people fully
briefed as and when events happen.
"We have already seen a massive increase in traffic to bbcnews.com
as users seek out an international perspective to global events.
"This campaign reaches an audience we know will benefit from what
bbcnews.com has to offer and will significantly contribute to the interactive
World Editor of BBC News Interactive, Steve Herrmann, said: "Desktop
alerts are an alternative quick and simple way of finding out about
important breaking news immediately.
"Our newsdesk is staffed 24 hours a day, seven days a week, and
the BBC's global network of correspondents file around the clock so
we are well placed to provide this service."
London-based digital specialist Agency Republic devised, designed
and delivered All the news you need.
The ads highlight the diversity and immediacy of the site and feature
compelling news headlines which are constantly updated through live
news feeds direct from bbcnews.com.
Gavin Marshall, Business Director at Agency Republic, said: "We are
confident that the simplicity of the message coupled with intelligent
online media planning will ensure effective cut-through among Europe's
largest online population."
To subscribe to the BBC's breaking news desktop alert service, go to
BBC World Service promoted bbcnews.com with an online campaign last
autumn entitled World news in perspective.
Also aimed at online users in Western Europe, it concentrated on media
in Scandinavia, Benelux, France and Germany.
It delivered 40 million ad impressions resulting in an additional 1.2
million visits to the bbcnews.com site.
Notes to Editors
the website of the BBC's news services featuring news and analysis with
a special emphasis on a global news agenda.
bbcnews.com also offers easier access to international coverage of
sport, arts, science and technology, as well as the BBC World Service
site which features text and audio in 43 languages.
It contains detailed information about BBC World Service broadcasts,
schedules and frequencies in all languages.
Agency Republic is a coalition of marketing specialists from across
They deliver creative and media-led marketing solutions across all
communications channels and disciplines.