AFRICAS leading telecommunications company, MTN has extended its commercial partnership service with CNN International this month.MTNs new cross-platform advertising campaignbuilt around the networks flagship Africa focused business programme CNN Marketplace Africa, was launched recently.This proximity to a programme, which focuses on business at the crossroads of where Africa and the global marketplace converge, offers MTN a high profile platform to showcase its support of Africa and emerging market commerce.MTNs multimedia campaign around the 15-minute weekly programme enables the brand to communicate with CNNs audience of global investors, business decision makers and c-Suite executives through on-air advertising around the show, the exclusive sponsorship of Marketplace Africa Face Time vignettes and exclusive brand presence within the shows web section, www.cnn.com/marketplaceafrica.The section features daily updated news and figures from the regions markets. The campaign will play out in front of CNNs upscale audiences across Europe, the Middle East and Africa.This campaign marks the latest development in the long-standing commercial partnership between the two companiesMTN was the exclusive sponsor of the 2010 South Africa World Cup Updates, and has also featured brand advertising campaigns on the international network.Were delighted that Africas largest communication company extends its commercial relationship with CNN, building on the success of its World Cup Updates sponsorship in 2010. International business decision makers are increasingly looking to regions like Africa for economic inspiration and resource and the telecommunications sector is recognised as one of the most innovative business hotspots on the continent, says Rani Raad, senior vice-president/ managing director, Ad Sales and Business Development, CNN International.Recent benchmark surveys such as Ipsos Business Elite and EMS have confirmed CNNs industry leadership in delivering business content to international audiences who consume news voraciously via TV, online, through mobile apps and tablets; this commercial partnership is another acknowledgement of our success in this area.Africa is a patchwork of exciting economies, with half its population under 35 of age. Its young and inspirational middle class is hungry for world-class goods and services, which translates into a huge market for local and global brands with ambitious growth aspirations.MTNs success story on the continent is testimony to the growth possibilities that Africa has. Ours is only just one, though. There are numerous other success stories out there, and by entering into this venture with CNN International, a world news leader passionate about Africas possibilities, we are hoping to shine the worlds spotlight on Africas often understated commercial opportunity, says MTN Group Marketing Executive, Jennifer Roberti. Besides, MTN was ranked as Africas most valuable brand in the independent 2011 Brand Finance Global 500.The ranking bears testament to MTNs emerging market and marketing know-how. It also demonstrates what we have long known to be truethat the developing markets are poised to compete on the world stage, adds Roberti.
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