Common with almost all European public service broadcasters is the aging audience profile and the reduction in relevance to the younger consumer. The primary objective of this brand repositioning was to address this issue.
Over a twelve month period, we worked collaboratively with Yle News, Yle Marketing and the in-house production teams to re-invigorate the news identity and revolutionise the presentation style and tonality of all bulletins. With 400 daily news bulletins in 7 languages across TV and radio, you begin to realise the scale and complexity of this project.
The result was a re-launch that generated significant earnt media coverage, trending on twitter during and garnering its own hash tag conversation.