2009 BRONZE

AFRICAN-AMERICAN

BLACK IN AMERICA

CNN, CNN

Scot Safon, CMO-Exec. VP

CNN MARKETING & ON-AIR PROMOTIONS

RET MEDIA/TURNER BROADCASTING

FUSE ADVERTISING

LIQUID SOUL MEDIA

COLD OPEN

In July, CNN debuted an unprecedented four hours of original primetime programming to report on what it means to be "Black in America." The marketing objective was to build awareness of the documentary to drive record-breaking ratings for the premiere across all consumer groups, with particular emphasis on the African-American audience. Combining traditional and non-traditional marketing proved overwhelmingly successful. The documentary debuted with ratings that exceeded goals and expectations, particularly from the target audience.