One of our roles is to ensure consumers worldwide know what the BBC has to offer. In the UK the BBC brand is synonymous with great content that connects with a wide range of audiences. But around the world the level of awareness and connectivity varies widely. As part of our role in delivering the BBC's public purpose "Bringing the world to the UK and the UK to the world" we have set ourselves the goal of raising that awareness significantly over the next five years. We will do this by managing and promoting the BBC brand itself and also through its association with around 12 major international sub-brands - from our international TV channel BBC Entertainment to Doctor Who.
The sci-fi drama series Doctor Who attracts a broad family audience in the UK. Internationally the viewer profile is much more niche. A new Doctor, actor Matt Smith, presented an opportunity in April 2010 to widen consumer appeal in the key markets of the US, Canada and Australia.
Global Brands worked with the local teams to schedule near simultaneous transmission - only two weeks after the UK launch. Marketing and PR support was fully aligned and designed to ensure audiences knew this was a BBC series. Matt, his co-star Karen Gillan and writer Steven Moffat made personal appearances in the US, where it premiered on our own BBC America channel. On ABC (Australia) and Space (Canada) branding again flagged up the show's BBC origins. Social and mainstream media were used to full effect to boost awareness.
The launch episode delivered: