The Swiss Haute Horlogerie brand joins forces with “The Revealer”, a new segment on the TV show Backstory.
As of today, Jaeger-LeCoultre, the internationally renowned luxury watch manufacturer, becomes the exclusive sponsor of “The Revealer”, the new bi-monthly segment of the “Backstory” TV show. The partnership positions Jaeger-LeCoultre with CNN International’s premium audience, both on-air and online, across Europe, the Middle East, Africa, Asia and the United States. The campaign coincides with the 80th anniversary of the legendary two-faced reversible watch, the “Reverso”.
“The Revealer” extends the philosophy of the daily show “Backstory”, and reveals to viewers the hidden face of stories, places, events… in fields as varied as art, cinema, architecture, literature and fashion.
This new segment is accompanied by a game, also sponsored by Jaeger-LeCoultre, allowing viewers to preview the subject of the forthcoming show with the help of clues posted on the show’s Facebook and Twitter pages, and on the www.cnn.com/backstory website.
“This international multi-platform campaign positioned around audience engagement offers Jaeger-LeCoultre a unique opportunity to reach CNN’s audience of captivating storytellers through a relevant editorial environment,” says Rani Raad, Senior Vice President and General Manager, Commercial and Business Development, CNN International. “Sponsoring the game and anchoring it in social media provides an ideal framework for a brand wishing to interact with an audience of opinion leaders.”
With “The Revealer”, Jaeger-LeCoultre positions its brand around content capable of stimulating the imagination of a community already active around the “Backstory” show, presented every evening by Michael Holmes.
“” The Revealer” represents the ideal environment to celebrate the “Reverso”, the only watch in the world that flips over to reveal a second face,” says Jérôme Lambert, CEO of Jaeger-LeCoultre. “Born from the imagination of a small group of men with innovative minds, “La Reverso” has become much more than a reversible case. It’s a watch with infinite possibilities and a model that has been setting our brand apart for 80 years now.”
With the help of the ZenithOptimedia agency, Jaeger-LeCoultre relies on the expertise of Turner Commercial Productions (the dedicated production department of CNN Ad Sales) to create an innovative, tailor-made campaign. On air, the brand will be featured on billboards at the start and end of the segment, as well as around “The Revealer” logos. On the web, Jaeger-LeCoultre will reach CNN audiences in EMEA, Asia and the USA via banners on the show’s page, www.cnn.com/backstory, and a dedicated “The Revealer” section on the “Backstory” blog.
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