European news channel rebrands

Comments Philippe Cayla, president of euronews, "We owed it to ourselves to position the brand and affirm who we are, and to communicate the values which make euronews more successful than its competitors around the world. A news channel's sole function is to broadcast accurate and verified information. A news channel does not regard the European viewer as a passive consumer but as a citizen who is capable of forming his own opinions. We are the only news channel targeting adults. We are a news channel without equal as it is without ego."

Brand war

Since 1993, euronews has made its name among the international news channels. It is broadcast throughout the world and leads the European market in audience and distribution despite increasing competition. Audience success, however, is not enough; a brand war is taking place.

In January 2007, euronews joined forces with FFL Paris to combine its global media experience with that of a global communications agency to assess the strategic direction of the news channel. The purpose of the new platform is to highlight the relevance of the euronews model and demonstrate that prioritising facts over perspectives is a virtue at a time when society is experiencing increasing media corruption.
In this era of the "citizen journalist ", euronews has adopted the crucial task of ensuring every European citizen is quickly made aware of the facts he needs to form his opinion of the world.

Consequently, the new brand platform of euronews boasts a distinct and unique model in a highly competitive news universe:

• No studio, no anchormen for a unique and immediately identifiable style;
  
• A European, and therefore, a different outlook on the world;
  
• A multilingualist approach enhanced by the introduction of an eighth language in 2008, Arabic;
  
• An editorial policy of broadcasting accurate and verified information.

The philosophy of euronews is:

At euronews, we think that to systematically adopt a sensationalist approach to information coerces and distorts the judgement of television viewers. At euronews, we believe in human intelligence, and we think that the role of a news channel is to provide every individual with sufficient material for him to form his own opinion of the world. Journalism is not about bias; it is about transcribing reality with pure objectivity.

From this point on, every element of the re-branding process (the signature, the logo, the communications campaign and the media strategy) will advance reinforce the euronews promise.

Single word

A new brand signature, pure, encapsulates the euronews mission and its brand values in a single word. This epitomises the fundamental values of the channel: honesty, integrity, neutrality, transparency in the broadcasting of information and, in particular, respect for the viewer who is looking for information over spectacle.

A new simple logo - because information is more important than image. A circle, one of the simplest geometric forms, is the ultimate symbol of simplicity and perfection. A colour code consisting purely of white, grey and black to highlight its dedication to the information itself and to position euronews as a universal channel.

Says Michael Peters, MD of euronews, "The logo, the brand signature and the whole visual identity is intentionally simple and minimalist and reflects the desire of Fred and Farid from FFL Paris to present euronews as a universal news channel without frills. Since January 2007 we have analysed the channel together in depth and have taken from it the strongest elements to form the fundamental principles of the new look. We are changing the way we are expressing them to be consistent with who we are."

The advertising campaign adheres to the principles of transparency in its style and content. Its aim is to be, above all, honest and transparent - like the news channel itself. The objectives of the communications are revealed and explained to the consumer in terms of the message as well as the strategy and choice of media support. The print visuals and films are adapted to the supporting media - an original element has been produced for each distribution vehicle.

There is also a multimedia strategy developed by FFL Media:

• In the European daily newspapers and trade press (Germany, Spain, France, Italy, UK, and Russia) as well as in the United Arab Emirates (UAE) and the US;
  
• On display in airports and railway stations (London, Brussels, Paris, and Frankfurt);
  
• On TV (20” and 30” spot campaigns on Eurosport and Trace TV, June 2008);
  
• Online in the form of advertising on the Internet sites of European publications and as a viral marketing operation.

South African representation

euronews sales has a growing international network of agents and is represented by Apricot Africa in South Africa. “Apricot Africa is proud to be associated with such a credible news channel and this re-branding is timely as the channel increases its presence on the African continent. With 21 European broadcasters as shareholders of the channel, a choice of seven different languages (soon to be eight with the inclusion of Arabic) and distribution in 199 million households worldwide, how can you not afford to place euronews on your media schedule?” asks director, Beverley Ritchie.