CNN created the concept "Road to Durban - A Green City Journey", a program that travels to Durban over 6 months with 3 experts visiting selected countries on the way. Asessing how sustainable/green some of the cities are, the program looked at innovative projects, talked to leaders, activists and pioneers on what has to be done to make living more sustainable and environmentally friendly. The journey received massive crossmedia promotion with "call to action" elements that engaged CNN's audience towards supplying their contributions on how sustainable their environments are on "CNN iReport" (CNN's UGC section CNN.com International).The program culminated at COP17 in Durban with a "meeting of the minds" panel discussion with opinion leaders in the field of sustainability. At COP17, also the "CNN Ecosphere" was launched and exclusively associated with the program. Siemens - as the exclusive media partner - received full branding ownership of all program elements globally.

Since the beginning of the campaign, the program received enormous interest amongst the CNN audience. i-Report uploads have been generated without any promotion before the start of the program. By the high level of interest of this topic of sustainability, our audience strongly engages with the program content. This can be seen via performance figures of the website and social media components.