1 - Internationalist
1 - Internationalist
1 - Internationalist
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Combining Resources<br />
with Creativity<br />
“At a time when demand for<br />
creativity in media is at its<br />
highest, it’s exciting for us to<br />
be singled out by clients as<br />
the number-one provider of<br />
integrated, highly creative<br />
solutions,” says Declan Moore,<br />
vice president and publisher at<br />
National Geographic<br />
Declan<br />
Moore<br />
Vice<br />
President &<br />
Publisher<br />
National<br />
Geographic<br />
International<br />
International. He’s busy, he<br />
tells inter national ist, with 18<br />
creative marketing projects in<br />
the works for different clients.<br />
Now he has been put in<br />
charge of online sales for<br />
nationalgeographic.com to<br />
better meet the needs of<br />
clients seeking integrated<br />
offerings across online and<br />
print.<br />
CONTACT: declan.moore@ngm-intl.com<br />
CASE STUDY: South African Airways<br />
There is no question that today media owners are forging closer<br />
relationships with marketers. For example, when South African<br />
Airways became the newest member of the worldwide Star Alliance,<br />
the airline immediately wanted to highlight the new association and<br />
promote the beauty of South Africa as a destination. National<br />
Geographic International partnered with SAA to develop the “Under<br />
Southern African Skies” campaign, sending its own photographers to<br />
South Africa to take the lush, dramatic shots used in the ads.<br />
CASE STUDY: Orange “Roaming”<br />
Orange’s goal was to promote the benefits of roaming to a<br />
European audience. National Geographic International worked<br />
with Ian Rotherham of MPG International to create a campaign<br />
combining print advertisements, TV vignettes and outdoor<br />
signage. Three creative executions, adapted for each medium,<br />
were based on the emotional impact of a single word: “Relax,”<br />
“Explore” and “Enjoy.” NGI’s marketing services teams used<br />
footage of wildlife and magnificent landscape images to convey<br />
the three themes. The images are also integrated onto an Orange<br />
microsite telling consumers more about the benefits of roaming.<br />
LAURIE BENSON<br />
“<br />
The international marketplace is robust, not only<br />
from an advertising perspective, but also from an<br />
audience perspective, particularly in the newsmagazine<br />
category. All three international newsmagazines, Time,<br />
The Economist and Newsweek have seen substantial<br />
gains in audience of the important C-Suite audience.<br />
”<br />
And advertisers will always follow the audience.<br />
CONTACT: laurie_benson@timemagazine.com<br />
FERNANDO MARIANO<br />
“<br />
Pan-regional advertising is booming in Latin<br />
America. Thanks to the growing economic importance of the<br />
region, more companies are looking to place advertising on<br />
a pan-regional basis with budgets controlled by central or<br />
regional headquarters. We are consistently offering<br />
cross-media opportunities<br />
”<br />
to our advertisers combining<br />
online and print.<br />
CONTACT: fmar@multimediausa.com<br />
www.internationalistmagazine.com 27