MTN Extends its Commercial Partnership with CNN International

Sunday, 03 April 2011 15:10

Africa’s leading telecommunications Company MTN extends its commercial partnership with CNN International this month.

MTN’s new cross-platform advertising campaign – built around the network's flagship Africa focused business programme ‘CNN Marketplace Africa’, launches this month. This proximity to a programme which focuses on business at the crossroads of where Africa and the global marketplace converge, offers MTN a high profile platform to showcase its support of African and emerging market commerce,

MTN's multimedia campaign around the 15-minute weekly programme enables the brand to communicate with CNN’s audience of global investors, business decision makers and c-Suite executives through on-air advertising around the show, the exclusive sponsorship of Marketplace Africa Face Time vignettes and exclusive brand presence within the show’s web section, www.cnn.com/marketplaceafrica. The section, features daily updated news and figures from the region’s markets. The campaign will play out in front of CNN’s upscale audiences across Europe, the Middle East and Africa.
This campaign marks the latest development in the long-standing commercial partnership between the two companies – MTN was the exclusive sponsor of the '2010 South Africa World Cup Updates', and has also featured brand advertising campaigns on the international network.

“We’re delighted that Africa's largest communication company extends its commercial relationship with CNN, building on the success of its World Cup Updates sponsorship in 2010. International business decision makers are increasingly looking to regions like Africa for economic inspiration and resource and the telecommunications sector is recognised as one of the most innovative business hotspots on the continent”, says Rani R Raad, Senior VP and MD, Ad Sales and Business Development, CNN International.

“Recent benchmark surveys such as Ipsos Business Elite and EMS have confirmed CNN's industry leadership in delivering business content to international audiences who consume news voraciously via TV, online, through mobile apps and tablets; this commercial partnership is another acknowledgement of our success in this area."

“Africa is a patchwork of exciting economies, with half its population under 35 of age. Its young and aspirational middle class is hungry for world-class goods and services, which translates into a huge market for local and global brands with ambitious growth aspirations.

MTN’s success story on the continent is testimony to the growth possibilities that Africa has. Ours is only just one, though. There are numerous other success stories out there, and by entering into this venture with CNN International – a world news leader passionate about Africa’s possibilities – we are hoping to shine the world’s spotlight on Africa’s often understated commercial opportunity,” says MTN Group Marketing Executive, Jennifer Roberti.

MTN was ranked as Africa’s most valuable brand in the independent 2011 Brand Finance Global 500.

“The ranking bears testament to MTN’s emerging market and marketing know-how. It also demonstrates what we have long known to be true – that the developing markets are poised to compete on the world stage,” adds Roberti.