CNN International unveils new tagline 'go beyond borders', with new logo, music, graphics and programmes
22 Sep 2009
As part of CNN International's two-year network expansion which has seen investment in newsgathering resources, content ownership and programming, the network today debuts a new look and feel with enhancements that include a refreshed logo, sound and graphics.
This is also the first time since 2001 that the former slogan ''Be the First to know'' has been changed -- to the new ''Go Beyond Borders''. The new brand positioning launches the same time as the network premieres its flagship programme 'Amanpour'.
The line-up brings together some of CNN's top talent from the UK, US, Australia, Ireland and the Middle East around shows on just-in news headlines, behind-the-scenes journalism, business news and global trends and connections. At its heart is 'Amanpour' the live interview show hosted by the pre-eminent international journalist Christiane Amanpour, in her first regular departure from the field into the studio.
''Go Beyond Borders'' is an articulation of CNN International's shared values and commitment to delivering intelligent news in a connected world. It demonstrates that stories and people are not defined or limited by geography, and to be beyond borders is to be intelligent, diverse and authentic, said a perss release from the company.
For the ''Go Beyond Borders'' slogan, an extensive external and internal research process was conducted to analyse viewer perceptions. It revealed that viewers who watch the network do not define themselves by the colour of their passports and the slogan speaks directly to their aspirations and expectations. It also reflects the changing world, as news is consumed across an increasing number of platforms.
The development of ''Go Beyond Borders'' was put together by CNN's in-house global marketing and creative teams in conjunction with the Boston-based agency Tooth+Nail. The sense of values that CNN wanted to get across are: enquiring and questioning, a craving for deeper context, analysis, intelligent storytelling, and also a readiness for adventure.
Tony Maddox, EVP and managing director, CNN International said, ''2009 has been a defining year for CNN International, with the introduction of an ambitious new programming line-up following on from an intense expansion of our newsgathering operation as we put original content and multiple perspectives at the heart of our output. A new tagline is the logical next step to cement our brand promise for today's news consumers.''
A new programming slate, with a total of eight new shows to be launched by year-end, also signals CNN's belief in an expanded target audience.
