Cannes Lions

BRAND AWARENESS

CNN, Atlanta / CNN / 2009

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“Top 5 ‘Best’ of the Convention” (Los Angeles Times)“Must-stop for politicians, journalists and news executives” (TV Guide)“A stroke of marketing genius” (Rocky Mountain News)“A virtual mecca of awesome!” (Ad Age)In this historic year in American politics, with the nation rapt in the presidential contest, CNN sought to re-assert its leadership as the top political news brand in the country and deliver on the brand promise, CNN = POLITICS.

CNN seized the moment and created the “CNN Grill” at the DNC and RNC Conventions, the most important events of the Election Cycle (“the Super Bowl of politics”). The Grills served as a platform to achieve the following objectives:– Develop a unique program to support and promote the CNN=Politics brand promise– Generate PR/media coverage of CNN’s election activities– Differentiate CNN from its competition– Attract influencers and thought leaders to build/extend “buzz”CNN owned the moment where the Grills became the unofficial headquarters for A-listers - DC politicos/influencers, media insiders, Hollywood celebs and Silicon Valley execs.The event resulted in tens of millions of total media/PR impressions with 100+ stories including The LA Times, New York Times, New York Post, Washington Post, MTV, TV Guide, Hollywood Reporter and 15,000+ Google hits for “CNN Grill”.

Execution

– Each Grill was “opened” with a press conference featuring local officials including Denver Mayor Hickenlooper and St. Paul Mayor Coleman– These events were followed by media breakfasts providing tours of the Grills and information on CNN Election Coverage.– CNN distributed “credentials” to VIPs, elected officials, business leaders, celebrities and other media to attend the Grill for meals, armchair political analysis and spirited debate – attendees included Caroline Kennedy, Maria Shriver, Rahm Emanuel, Eric Schmidt, Dan Rather, Tom Brokaw, Nancy Pelosi, Spike Lee, Charlize Theron, Jamie Foxx, Charles Barkley, Cindy Adams and Charlie Rose– CNN media luminaries Wolf Blitzer, Anderson Cooper and Campbell Brown hosted events for advertising and affiliate clients– A specialized, comfy lounge with the latest technology was created for Convention bloggers

Outcome

– Tens of Millions total media/PR impressions.– 100+ stories including The LA Times, New York Times, New York Post, Washington Post, MTV, TV Guide, Hollywood Reporter; 15,000+ Google hits for “CNN Grill”.– “The toughest table in the hemisphere” (New York Times)– “... [FOX’s studio] not nearly as cool as CNN’s compound” (Rocky Mountain News);–“A fabulous idea. Everyone’s there” (Politico)– “The hottest spot at the Convention” (TV Guide)– “The go-to spot of choice” (Hollywood Reporter)– “The hub for political gathering” (Washington Post)– “CNN Marketing: 20; Everyone else: O.” (Columbia Journalism Review)CNN captured the imagination of insiders and fans during the Election’s critical moments:• CNN was no.1 most-watched across both Conventions in key demos – Adults 25-54, 18-49 and 18 - 34 (Nielsen)• CNN.com no.1 news and information site during Conventions. (Nielsen)• no.1 on Election night beating all of cable and broadcast on-air and online (Nielsen)

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