Al Arabiya 'Knows more' thanks to GREY

GREY triumphed after a competitive, creative pitch lasting 3 months involving a multitude of agencies. In the end, Al Arabiya chose GREY to launch its "Know more"campaign. The essence of the campaign is to promote the prominent broadcasters core value of ethical news broadcasting to Arab viewers across the globe.

"We want viewers to understand who Al Arabiya are and what they stand for," said Philipp Skaff, CEO of GREY Middle East commenting on this amazing win. "GREY has compellingly grasped the spirit of Al Arabiya's identity as an Arab cultural media channel. The goal of the 'Know more' campaign is to re-affirm once and for all Al Arabiya as the news channel of choice in the minds of Middle Eastern viewers, ensuring their acceptance as the primary news provider."

Award-winning Al Arabiya has become synonymous for groundbreaking, thought-provoking news with correspondents and news bureaux in 40 major cities around the world and covers and broadcasts on the 5 continents.

"As Al Arabiya's creative partner, we are excited by the challenge and really looking forward to driving this campaign forward. The agency is responsible for evolving the channel's brand strategy, carrying out creative assignments and updating the channel's understanding of its current and future target audiences," added Skaff.

Al Arabiya's forceful "Know more" advertising campaign kicked off at the end of June. Continuing a theme of ideology-free news, the print ads feature the news channel journey: depicting political and socio-economic scenes, interpreting the events in people's daily lives with the belief that changing individual perceptions can lead to societal change.

"Know more" is something that only Al Arabiya could say, continued Skaff. "Whether a news channel is making a big or small change in people's lives is secondary; we know through experience that changing a mentality is never easy. The new campaign and brand strategy emphasizes Al Arabia's commitment to providing reliable information and credible, ideology-free news."

Since the channel's debut 4 years ago, Al Arabiya has become renowned as the Middle East's most reputable news organization, along the way changing viewers understanding of Arabic-language media. Crucially, it has maintained its image as one of the most knowledgeable and ethical broadcasters.

The success of the ideology-free news message - which is at the heart of Al Arabiya's brand strategy - can be measured in how it has galvanized viewers regionally and internationally via its employees and the profession". "Know more" is a rallying cry for the voice of the Arab identity. It is the lens through which Al Arabiya global news coverage is framed.