BBC World News launches global 'Live The Story' repositioning

BBC World News and BBC.com will launch their largest-ever global marketing campaign tomorrow, drawing on BBC journalists' expertise in storytelling.

The new brand identity is an evolution of the 'Never Stop Asking' campaign that was broadcast several years ago. It is the result of the largest marketing investment to date from BBC Global News, part of BBC Worldwide.

The campaign highlights the fact that the BBC has more journalists permanently based around the world than any other international news broadcaster, and that they can bring depth and insight to news by "living the story".

Creative includes BBC correspondents describing what it feels like to witness a particular news story unfolding.

In one spot, BBC US correspondent Laura Trevelyan describes nature's force during hurricanes, while in others, 'Focus On Africa' presenter Komla Dumor explains the pride surrounding African football, and chief international correspondent Lyse Doucet talks about the immediate aftermath of a car bomb.

Chris Davies, sales and marketing director, BBC Global News, said: "We started to think about whether the 'Never Stop Asking' campaign should be changed. It is true that our editorial teams always ask questions and find out the truth, but we wanted to really bring stories to life for our audiences.

"We're saying that we have more people on the ground in the market who really get to know the stories and the people. They are there before the story, during the story and after it, and by doing that they live the story."