Turner International/Asia-Pacific and YBM Education, South Korea’s largest English education institution, have launched the world’s first CNN-branded cafe in South Korea. The new CNN concept ‘coffice’ (coffee-office) offers customers free wi-fi, computers and printing services. Of course, CNN content is featured across different platforms, including a live feed of the CNN International channel on a large screen, the latest CNN newswires on a digital ticker and computer terminals featuring cnn.com and cnngo.com.
The new marketing initiative is due to the growing number of self-employed and students who study at coffee shops.
It also provides a chance for locals to learn English using YBM’s free study abroad consultations, language consultations and TOEIC test registrations provided by YBM instructors at set times at the café.
RBR-TVBR observation: Like we’ve reported before with Discovery Education’s initiatives in the classroom and NBC News’ “Science of NFL Football” series for schools, with production values so high today, students can absorb 10 times as much about such things as science and history by watching compelling programming, paired with textbook content. This is another example of merging learning, compelling content, branding and advertising with younger, tech-savvy demos.