MTN has announced it is the commercial partner for CNN International’s multi-platform initiative ‘Africa View’, which tells the story of Africa’s diversity, dynamism and role on the global stage.
Through the integrated television and digital sponsorship campaign, MTN will partner with CNN International on its programme to showcase Africa’s social and economic progress, the mobile phone company said.
“The advertising and sponsorship campaign is focused on the ‘Africa View’ infographics series, which runs on CNN International’s highly popular television and digital platforms. Consumers will also have access to a dedicated news app for ‘Africa View’, when it is launched later in 2015”, the leading mobile operator said.
The ‘Africa View’ vignette series airs within CNN’s flagship news and current affairs programme ‘Connect the World with Becky Anderson’.
The series provides background and context to trends, figures and initiatives shaping the African continent. Dynamic, entertaining, modern and inspirational in style, the insert showcases topics and influential sectors driving African countries, from education and energy to technology and innovation.
MTN said that the campaign around ‘Africa View’ marks the latest development in a long-standing commercial partnership between the two companies, dating back many years.
“This successful legacy includes a cross-platform advertising campaign around a flagship Africa-focused business programme, exclusive sponsorship of the ‘2010 South Africa World Cup Updates’, and brand advertising campaigns on the international network.”
The new campaign sees the MTN brand feature prominently across CNN platforms in Europe, Middle East and Africa, positioning MTN amongst CNN’s upscale audience.
The latest EMS figures released by Ipsos in July 2014 show CNN as the undisputed number one international news brand in the Middle East and Africa, reaching a larger audience than all direct news competitors in every metric across both regions on TV, digital and cross-platform.
Antonio Canto, Vice President, Advertising Sales, CNN International said: “We’re delighted MTN and CNN’s long-standing relationship continues to develop and grow. The development of the ‘Africa View’ segment is perfectly suited to reach a global audience, providing dynamic content and insights about the continent. We are proud to partner with MTN on this exciting new venture.”
Jennifer Forrester, MTN Group’s Executive for Marketing said: “CNN reaches an important segment of customers and key stakeholders in our markets and globally. This partnership provides an important platform for MTN to be associated with CNN telling the story of how people in Africa are taking advantage of the technology boom and favourable economic conditions to change their lives and take the continent forward. As MTN, we feel privileged to have the opportunity to be commercially associated with CNN bringing these special stories its viewers.”