ENEL sponsors CNN’s latest green initiative


CNN International announced that Italian Power company ENEL will sponsor its  newest programming block, dedicated to exploring global companies who are making a positive impact on the environment while keeping their business profitable. ENEL’s international campaign will be a multiplatform, integrated initiative that uses CNN’s reach across various properties and platforms to target an affluent television audience across Europe, the Middle East and Africa and global audiences via CNN’s websites and mobile services. The association complements ENEL’s commitment to providing world class renewable solutions to the energy sector and promoting sustainable business.
Airing from 7/5, ‘Going Green: Green Light for Business’, sees CNN’s team of reporters across Asia, Latin America, Europe and the United States deliver audiences a close-up look at what it takes to “green-up” a business, explore the costs and the risks and determine whether it makes good business sense. The week-long coverage will culminate in an ENEL-sponsored 30 minute special including a look at the G-8 summit in L’Aquila where climate change will feature heavily on the agenda for world leaders.
Campaign elements:
On air
ENEL’s campaign includes sponsored programme vignettes which will air throughout the series as well as association billboards and co-branded tune-in promos produced by CNN’s in-house commercial production team Turner Commercial Productions (TCP).
ENEL will run branded banners across CNN’s “Going Green” microsite, an online hub for all of CNN’s environmental coverage until 7/12. The campaign also includes ENEL sponsorship of CNN’s first ever flight carbon calculator. The calculator allows users to calculate their carbon footprint for air travel, with point to point airport calculation and is designed to promote awareness and understanding of energy use and carbon emissions. Users are presented with benchmarking results of how they compare against others on a global basis.
ENEL’s advertising campaign extends to sponsorship of CNN’s first ever “Going Green” WAP site where they’ll advertise with branded banners on the microsite and main landing page. The WAP site will include articles, a feed of environmental stories, green tips and a voting section for mobile users.