1March 2004

A Presentation at the

6th Transatlantic Dialogue

„Creative Advertising on CNN – a Cross-Media Approach“

Simone FilliesSales Director Germany & Austria

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Agenda

• What is Time Warner? What is CNN?

• CNN – A cross-media plattform

• Case Study: CNN & UBS – Partnership

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4

The CNN news group is available to over 700 million people every day

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CNN Integrated Solution“Reaching the target market at home, in the office or on the move”

ON-AIR

Sponsorship Support spot campaign (within Hot Spots)

ON-LINE

A Cross-MediaApproach

On-the-go (PDAs, Mobile Phones)

ON-THE-GO

PRINT

Time CNN Traveller

PR & PROMOTION

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A „Multi-Media“ „Cross-Media“ Approach

&

Case Study:

Partnership

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The Challenge for UBS

To leverage its existing Sailing commitment in the Americas Cup Challenge.

To emphasize the strong link between the world of sailing and business.

To communicate its vision to key decision makers, on a global level, through a multi-platform media vehicle.

To reflect UBS brand values through an innovative and creative media solution to a top leveled target group

To install a genuine long-term partnership with CNN.

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The Solution

CNN offered UBS a unique, tailor-made package. We created Inside Sailing, a multi-platform editorial concept, taking a news-based approach to all areas of sailing - the sport, the technology, the human interest and the industry.

The Inside Sailing activity runs on-air, on-line and in print, including: - Inside Sailing programmes - Each show combines the sport of sailing, with human interest angles and business-related features. Presented by sailing correspondent Lou James, with Becky Anderson and Liz George reporting on the major business stories

The Inside Sailing programmes, highlights and updates have been designed to stimulate sailing awareness towards the Americas Cup in February 2003. All the on-air and on-line activities are promoted through a heavy marketing and PR campaign all year around.

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The Package

UBS asked us to develop an online and offline package to promote their association with sailing.

The four cornerstones of the positioning on all media plattforms were:

• People

• Sport

• Business

• Technology

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The Media Components

Inside Sailing activity dates - October 2001 to March 2003

Running on CNN International feeds: Europe, Asia, Latin America, Español and Mexico

Integrated multi-platform solution including: - Monthly Inside Sailing half-hour programmes- Monthly Inside Sailing Vignettes- Weekly Sailing News Update Vignettes - Inside Sailing page on CNN.com - CNN to be broadcast live to UBS offices- Cross promotion in-print, on-air and on-line, to maximise the viewers association with the multi-media series.

TVTVTV

InteractiveMarketing

Promotion

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The Media Components : ON-AIR

+...

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5‘’ Closing Billboard

„Sailing News Update“ is/was in association with “UBS Financial Services Group“

CNN Programming CNN Programming5‘’ Opening Billboard

Length: 50“

* Voiceover to be approved by ITC regulations European office

BB Vignete BB SPOT

UBSSpot

The Media Components : ON-AIR

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A totally new section “Inside

Sailing”

100% banner ownership Content window Quickvote sponsorship Interactive game Email newsletter sponsorship Bespoke PDA channel Video ad’s using vignette tailor-made research

The Media Components : ON-LINEOn-line Section „Inside Sailing“

Branding advertising

Branding advertising

Highly interactive content

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The Media Components : ON-THE-GO

                

• Success was judged by how many users engaged with the content each month.

• We were successful the more unique users we brought to their brand

• We exceeded the unique user targets by 30%.

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Tune-in bannersUpdated monthly

The Media Components : ON-LINE / Marketing & Promotion

Co-branded on-line Cross Promotion of „Inside Sailing“ Sponsorship

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Sponsor

Media-cross-promotion

The Media Components : Marketing & Promotion Print Co-branded Cross Promotion Ad of „Inside Sailing“ Sponsorship

In TIME Magazine and Fortune

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Sponsor Integration

Media-cross-promotion

Editorial content from the show on CNN International

The Media Components : PRINTPrint Cross promotion (advertorial) of „Inside Sailing“ Sponsorship

In TIME Magazine

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Our Users Switch the Medium — Not the Brand

CNNI TV

At any point throughout the day, CNN reaches an upscale audience via TV and/or the Internet

Source CNNI TV: Europe 2002 European Business Elite (10,589,000 adults 25+)Source CNN.com Europe Edition: WebStats

CNN.com

0%

5%

10%

15%

20%

25%

30%

35%

% o

f to

tal u

sag

e

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CNN BBC EuroNews CNBC Bloomberg

web only

both

TV only

Monthly reach (in million)

CNN continues to have the biggest combined web/TV audience of all news providers

5.2 m

(Now covers all BBC websites)

3.5 m3.2 m

2.0 m

1.6 m

Base : All Europe 2003 respondents Universe : 10,404,000Source : Europe 2003 / Copyright : IPSOS-RSL

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The Results

“This joint venture will ensure the broadest audience for the sport and

support our high-profile sponsorship of sailing.”

Hans Ueli Goetz – Head of Group Marketing, UBS

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Conclusion

1) CNN is one of the most trusted and respected brands in the world

2) CNN provides global news from a regional perspective

3) CNN outperforms all other news channels in reaching the Top 5% target in Europe

4) The Top 5% target accounts for 40% of all expenditure and are the key decision makers

5) CNN reaches its target more cost efficiently than domestic TV

6) CNN is more cost efficient than pan-regional print

7) CNN provides access to its audience via multiple platforms which increases the advertising impact

22...THANK YOU!