As part of CNN International’s two-year network expansion, which has seen investment in newsgathering resources, content ownership and programming, the network has debuted 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’.
‘Go Beyond Borders’ is an articulation of CNN International’s shared values and commitment to delivering intelligent news in a connected world and demonstrates that stories and people are not defined or limited by geography, and to be beyond borders is to be intelligent, diverse and authentic.
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 ‘Go Beyond Borders’ 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.
Tony Maddox, EVP and Managing Director, CNN International, said, “CNN goes beyond borders every day, taking viewers beyond the headlines to a transparent, diverse and intelligent product that connects viewers to the world’s stories. Our viewers go beyond borders every day, seeking out intelligent newsgathering on multiple platforms and this tagline will speak directly to their aspirations. 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 the year-end, also signals CNN’s belief in an expanded target audience. The line-up brings together some of CNN’s top talent from the UK, the 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 well-kown international journalist Christiane Amanpour, in her first regular departure from the field into the studio.