Jaeger-LeCoultre Agrees New Segment Sponsorship Deal with CNN International

Luxury Swiss watch brand Jaeger-LeCoultre has agreed a sponsorship deal with CNN International around a new fortnightly segment "The Revealer" within CNN’s prime time show, ”Backstory".

The sponsorship positions Jaeger-LeCoultre in front of CNN's upscale online and television audiences across Europe, the Middle East, Africa, Asia and the US. The campaign coincides with the 80th anniversary of Jaeger-LeCoultre's iconic swivel watch with two faces, the "Reverso".   

"The Revealer” segment takes the ethos of "Backstory" to uncover a new perspective on well known aspect of art, film, architecture, literature or fashion, which will change the way viewers perceive it.  "The Revealer" segment accesses unique insights from CNN's field news correspondents and CNN's feature show producers as they traverse the globe.

The launch of the Revealer segment will be followed by an accompanying game also sponsored by Jaeger-LeCoultre. The “Revealer” game gives clues to a hidden person, place or object, distributed throughout the week in social media and on show website CNN.com/Backstory for viewers to uncover the subject of the upcoming week’s “Revealer”.

"This international cross-platform solution has audience engagement at its heart. It 's an ambitious campaign that gives Jaeger-LeCoultre the opportunity to touch CNN 's viewers via a segment that fuels our audience 's appetite for more illuminating stories," says Rani R Raad, SVP and  MD, Ad Sales and Business Development, CNN International. "Sponsoring the game, played out in social media, provides an ideal framework for repeat brand interactions with a target audience of influencers".

With "The Revealer", Jaeger-LeCoultre positions their brand around content that will capture the imagination of "Backstory's" already engaged existing community.

"We're delighted that this segment sponsorship with CNN offers such a relevant platform to celebrate the Reverso, the only watch in the world which swivels to offer a second face" says Jerome Lambert, CEO Jaeger-LeCoultre. "The Reverso was created by a small group of men with great imagination and innovative spirit who did more than creating a simple reversible case. They designed a watch with endless possibilities and began a brand phenomenon has endured throughout the last 80 years."

Jaeger-LeCoultre is utilising the expertise of Turner Commercial Productions (CNN Ad Sales' dedicated commercial production unit) in creating innovative, bespoke campaign elements. On air, the brand will sponsor opening and closing billboards around  " The Revealer " segment with Jaeger-LeCoultre branding also appearing around show vignettes. Online, Jaeger-LeCoultre will reach CNN ' s audiences across EMEA, Asia and the US through banners on the show page at www.cnn.com/backstory where Jaeger Le-Coultre will sponsor a dedicated section, "The Revealer", hosted within the "Backstory" blog.