Discovering the new age of explorers
Breitling wanted to strengthen the association of the Breitling Explorer Squad with CNN's content and generate conversation around the squad.
They also wanted to drive awareness of their brand and promote its watches; specifically, the Endurance Pro, Superocean & Avenger.
CNN designed a multi-part campaign that was targeted to CNN's Luxury audience and optimised across the CNN platform. Breitling became the exclusive sponsor of CNN International’s new feature, The Modern Explorers, which examined the role of today’s breed of explorers.
This campaign brought the unique stories of three adventurers to the CNN audience across linear, digital & social pieces.
Services this project covered
Breitling's sponsorship of the 'Modern Explorers' digital feature gave the brand a unique opportunity to be fully aligned with premium relevant content with guaranteed 100% SOV.
Editorial TV Series
The three-part series followed three of the world’s most renowned explorers of today as they reported from and raise awareness of threatened environments.
WarnerMedia's social intelligence platform, Launchpad, utilised targeting data from CNN data and insights to reach the most engaged audience, Premium Lifestylers, and distributed content on Instagram and Facebook to drive traffic towards the digital hub.
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