CMTV is advancing with a campaign in press, TV, digital and activations, in which the focus is on the channel’s portugality. Creativity belongs to FCB Lisbon.
In the press, the campaign alludes to possible differences from CNN Portugal, the channel that will replace TVI24 as of Monday at the 7th position on the cable. “When there is a crisis in Cuba, our journalists are the first to arrive”, “For CMTV these are the white houses that really matter” and “Our war correspondents are always close to their day-to-day battles” they are three of the headlines of the press advertisements, in which the Cofina channel refers to Cuba in Alentejo, the white houses of Portuguese villages and Portuguese workers and citizens.
The television and digital ad compares, in a blind test, an American hotdog and a Portuguese steak, accompanied by a copy: “There are things that the United States exports to the rest of the world. They are made in the same way and with the same flavor. And there are things that are Portuguese from scratch, created by people here, with our taste and that’s why they are so successful”. And he concludes: “CMTV is like that, 100 percent Portuguese, 100 percent of our people.
In the campaign, CMTV presents itself with the signature “The TV of real life”.
Source: Meios & Publicidade by www.meiosepublicidade.pt.
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