1 March 2004 A Presentation at the 6th Transatlantic Dialogue „Creative Advertising on CNN – a Cross-Media Approach“ Simone Fillies Sales Director Germany & Austria

2 Agenda What is Time Warner? What is CNN? CNN – A cross-media plattform Case Study: CNN & UBS – Partnership

3

4 The CNN news group is available to over 700 million people every day

5 CNN Integrated Solution “Reaching the target market at home, in the office or on the move” ON-AIR Sponsorship Support spot campaign (within Hot Spots) ON-LINE A Cross-Media Approach On-the-go (PDAs, Mobile Phones) ON-THE-GO PRINT Time CNN Traveller PR & PROMOTION

6 A „Multi-Media“ „Cross-Media“ Approach & Case Study: Partnership

7 The Challenge for UBS To leverage its existing Sailing commitment in the Americas Cup Challenge. To emphasize the strong link between the world of sailing and business. To communicate its vision to key decision makers, on a global level, through a multi-platform media vehicle. To reflect UBS brand values through an innovative and creative media solution to a top leveled target group To install a genuine long-term partnership with CNN.

8 The Solution CNN offered UBS a unique, tailor-made package. We created Inside Sailing, a multi-platform editorial concept, taking a news-based approach to all areas of sailing - the sport, the technology, the human interest and the industry. The Inside Sailing activity runs on-air, on-line and in print, including: - Inside Sailing programmes - Each show combines the sport of sailing, with human interest angles and business-related features. Presented by sailing correspondent Lou James, with Becky Anderson and Liz George reporting on the major business stories The Inside Sailing programmes, highlights and updates have been designed to stimulate sailing awareness towards the Americas Cup in February All the on-air and on-line activities are promoted through a heavy marketing and PR campaign all year around.

9 The Package UBS asked us to develop an online and offline package to promote their association with sailing. The four cornerstones of the positioning on all media plattforms were: People Sport Business Technology

10 The Media Components Inside Sailing activity dates - October 2001 to March 2003 Running on CNN International feeds: Europe, Asia, Latin America, Español and Mexico Integrated multi-platform solution including: - Monthly Inside Sailing half-hour programmes - Monthly Inside Sailing Vignettes - Weekly Sailing News Update Vignettes - Inside Sailing page on CNN.com - CNN to be broadcast live to UBS offices - Cross promotion in-print, on-air and on-line, to maximise the viewers association with the multi-media series. TV Interactive Marketing Promotion

11 The Media Components : ON-AIR +...

12 5‘’ Closing Billboard „Sailing News Update“ is/was in association with “UBS Financial Services Group“ CNN Programming 5‘’ Opening Billboard Length: 50“ * Voiceover to be approved by ITC regulations European office BB Vignete BB SPOT UBSSpot The Media Components : ON-AIR

13 A totally new section “Inside Sailing”  100% banner ownership  Content window  Quickvote sponsorship  Interactive game  newsletter sponsorship  Bespoke PDA channel  Video ad’s using vignette  tailor-made research The Media Components : ON-LINE On-line Section „Inside Sailing“ Branding advertising Highly interactive content

14 The Media Components : ON-THE-GO Success was judged by how many users engaged with the content each month. We were successful the more unique users we brought to their brand We exceeded the unique user targets by 30%.

15 Tune-in banners Updated monthly The Media Components : ON-LINE / Marketing & Promotion Co-branded on-line Cross Promotion of „Inside Sailing“ Sponsorship

16 Sponsor Media-cross-promotion The Media Components : Marketing & Promotion Print Co-branded Cross Promotion Ad of „Inside Sailing“ Sponsorship In TIME Magazine and Fortune

17 Sponsor Integration Media-cross-promotion Editorial content from the show on CNN International The Media Components : PRINT Print Cross promotion (advertorial) of „Inside Sailing“ Sponsorship In TIME Magazine

18 Our Users Switch the Medium — Not the Brand CNNI TV  At any point throughout the day, CNN reaches an upscale audience via TV and/or the Internet Source CNNI TV: Europe 2002 European Business Elite (10,589,000 adults 25+) Source CNN.com Europe Edition: WebStats CNN.com

19 Monthly reach (in million) CNN continues to have the biggest combined web/TV audience of all news providers 5.2 m (Now covers all BBC websites) 3.5 m 3.2 m 2.0 m 1.6 m Base : All Europe 2003 respondents Universe : 10,404,000 Source : Europe 2003 / Copyright : IPSOS-RSL

20 The Results “This joint venture will ensure the broadest audience for the sport and support our high-profile sponsorship of sailing.” Hans Ueli Goetz – Head of Group Marketing, UBS

21 Conclusion 1) CNN is one of the most trusted and respected brands in the world 2) CNN provides global news from a regional perspective 3) CNN outperforms all other news channels in reaching the Top 5% target in Europe 4) The Top 5% target accounts for 40% of all expenditure and are the key decision makers 5) CNN reaches its target more cost efficiently than domestic TV 6) CNN is more cost efficient than pan-regional print 7) CNN provides access to its audience via multiple platforms which increases the advertising impact

22...THANK YOU!