Bloomberg TV targets London’s professionals with brand campaign

Bloomberg Television, the multi-platform 24-hour business and financial news network, has rolled out a major campaign this week targeting professionals, international business travellers and commuters across London during peak travel times.

The month-long digital campaign, named Start Smart, will highlight the channel’s morning programmes ‘Countdown’, ‘On the Move’ and ‘The Pulse’, along with the network’s regional anchors.

Digital screens will run a series of four 10-second and four five-second animated ads, which represent the European-focused programmes, at major national rail and underground stations between 6-10am and 4-7pm.

Damian Totman, ECD of Bloomberg’s Internal Agency, which developed the campaign, explained: “The ‘Start Smart…’ campaign carries the strapline ‘Business Critical Information – From 6am’ and reaffirms both Bloomberg’s strengths and the extraordinary commitment of the team who contribute to the channel’s output. The creative executions place an emphasis on equipping viewers – from the moment they open their eyes – with the critical information they need for the day ahead.”

Additional spots will run 24/7 at screens in more than 100 offices across the City, at the Bloomberg Hub at London City Airport, and on the platforms at Heathrow terminals one to five. A series of print ads are also being rolled out.