New GREY campaign to strengthen viewer perceptions of Middle East's leading Arabic-language news broadcaster
Al Arabiya, the Dubai-based Arabic language news and current affairs broadcaster, has launched its challenging and innovative "Know more" brand campaign, developed by the Middle East's leading creative agency, GREY.
GREY triumphed after a competitive, creative pitch lasting 3 months involving a multitude of agencies. In the end, Al Arabiya chose GREY to launch its "Know more"campaign. The essence of the campaign is to promote the prominent broadcasters core value of ethical news broadcasting to Arab viewers across the globe.
"We want viewers to understand who we are and what we stand for," said Mazen Hayek, Group Marketing Director of MBC, Al Arabiya's parent company. "And GREY has compellingly grasped the spirit of our identity as an Arab cultural media channel".
Award-winning Al Arabiya has become synonymous for groundbreaking, thought-provoking news with correspondents and news bureaux in 40 major cities around the world and covers and broadcasts on the 5 continents.
Philipp Skaff, CEO of GREY Middle East, commenting on this amazing win stated: "The goal of the 'Know more' campaign is to re-affirm once and for all Al Arabiya as the news channel of choice in the minds of Middle Eastern viewers, ensuring acceptance of Al Arabiya as their primary news provider. As Al Arabiya's creative partner, we are excited by the challenge and really looking forward to driving this campaign forward".
"The agency is responsible for evolving the channel's brand strategy, carrying out creative assignments and updating the channel's understanding of its current and future target audiences," added Skaff.
"Know more" is something that only Al Arabiya could say, continued Hayek. "Whether a news channel is making a big or small change in people's lives is secondary; we have learned through experience that changing a mentality is never easy. Our new campaign and brand strategy emphasizes our commitment to providing reliable information and credible, ideology-free news."
Al Arabiya's forceful "Know more" advertising campaign kicked off at the end of June. Continuing the theme of ideology-free news, the print ads feature the news channel journey: depicting political and socio-economic scenes, interpreting the events in people's daily lives with the belief that changing individual perceptions can lead to societal change.
Since the channel's debut 4 years ago, Al Arabiya has become renowned as the Middle East's most reputable news organization, along the way changing viewers understanding of Arabic-language media. Crucially, it has maintained its image as one of the most knowledgeable and ethical broadcasters.
The success of the ideology-free news message - which is at the heart of Al Arabiya's brand strategy - can be measured in how it has galvanized viewers regionally and internationally via its employees and the profession". "Know more" is a rallying cry for the voice of the Arab identity. It is the lens through which Al Arabiya global news coverage is framed.
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For more information please contact
Julia Purcaru / Bouchra Belarabi
GCI Dubai, a division of Grey Worldwide
Tel: 04 3310331
Fax: 04 3310553
email: julia.purcaru@gcidubai.com / bouchra.belarabi@g2dubai.com
© Press Release 2007
