Abu Dhabi Tourism Authority (ADTA) has become the exclusive sponsor of CNN International's new monthly half-hour feature programme 'Icon', launching today. The sponsorship agreement positions the authority around CNN's new, highly interactive editorial commitment to the arts & culture and in front of CNN's upscale audiences across Europe, the Middle East, Africa and Asia Pacific. The campaign will also reach millions globally via CNN.com.
"This international multi-platform branding opportunity gives Abu Dhabi the chance to be across every CNN platform via a pioneering and aspirational programme," says Reme Al-Saiegh, Sales Director, CNN International.
ADTA's 'Icon' campaign launches alongside the programme from today and includes exclusive sponsorship of the monthly feature show including opening and closing billboards as well as break bumpers around each airing plus seven repeats per month. In addition, ADTA branding appears around show vignettes and online through banners on the show page at cnn.com/icon, ADTA will also benefit from the Ad Feature Page, the latest advertiser facing opportunity to feature in the CNN sales suite of promotional platforms. CNN.com will host a dedicated sponsor page, with content and branding driven by ADTA.
The sponsorship includes a series of ADTA advertisements in CNN Traveller Magazine, CNN's monthly magazine for the discerning business traveller. Extended digital engagement is also being developed as part of the commercial alliance. All digital materials under the sponsorship are produced by CNN's Ad Sales' dedicated in house production unit, Turner Commercial Productions.
'Icon' represents a significant expansion of CNN's arts and culture coverage. Presented by CNN correspondent Monita Rajpal, the programme brings the world's most creative minds and trendsetters to the screen to reveal their work, their inspirations and their predictions for the next big thing, whether it is in design, fashion, technology, music, architecture or the arts. The show, beamed to viewers from the world's arts and culture hotspots from the Louvre to the Guggenheim, the Tate, the Turner Prize, the Bolshoi, Venice Biennale and the Fashion Weeks of the world, examines how classic cultural icons have influenced new trends and uncovers new icons as they emerge.
Tatiana Rokou - Thursday, July 29, 2010