The Putting News First campaign will use the corporation’s high-profile world correspondents John Simpson and Hilary Andersson to plug the BBC World brand.
The 60-second television commercial has also been cut down to a number of 30, 15, 10 and 5-second slots, which will work alongside a series of posters depicting material – such as Simpson’s flak jacket – related to the campaign.
The ads will run globally on BBC World and across Europe on the National Geographic and Hallmark channels.
The campaign will be heavily weighted to the German market, where much of BBC World's revenue comes from.
Press activity will run in pan-European newspapers such as the Financial Times and International Herald Tribune.
Seema Kotecha, head of marketing at BBC World, said: “The research we conducted around the world showed an extraordinary consistency when viewers said what they valued most about the channel.
“One quote in particular from the focus groups reflects our USP: ‘CNN is reporting, BBC World is journalism.’
The launch of the new campaign coincides with a branding re-launch for the channel including new set, on-screen graphics and technical improvements over the next three months.
BBC World was launched in 1995 and is funded by a mixture of advertising and subscriptions in 200 countries around the globe.
By Kevin May
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