CNN to showcase Kingdom’s focus on capabilities building
It is MiSK Foundation’s first major international campaign since its establishment by Deputy Crown Prince Mohammed Bin Salman
Inside the Middle East, the groundbreaking monthly show about the region’s dynamic cultural diversity, will be sponsored on CNN International by MiSK Foundation.
MiSK’s association with one of CNN’s flagship shows about the Middle East is at the heart of a new campaign by the foundation to contribute to the fulfillment of Saudi Vision 2030 by empowering and enabling the younger generation to increase their contribution to the development of Saudi Arabia.
It is MiSK Foundation’s first major international campaign since its establishment by Deputy Crown Prince Mohammed Bin Salman, second deputy prime minister and minister of defense, to empower, nurture and inspire young Saudi men and women to fully realize their potential as part of the Kingdom’s ongoing economic transformation.
The campaign will show Saudi Arabia’s commitment to learning and leadership and seek to expand the MiSK Foundation’s initiatives in collaboration with world-renowned institutions such as Harvard University, Khan Academy and the Boston Consulting Group.
Inside the Middle East draws on CNN’s unique presence in and understanding of the region to tell stories about art and culture to CNN’s global audience. The first MiSK Foundation-sponsored episode aired on Nov. 24 included reports on independent filmmaking in Cairo, contemporary arts in Jeddah and body art in Amman.
The MiSK Foundation will be positioned alongside Inside the Middle East content on all platforms including CNN International’s global TV feeds through branded billboards, as part of vignettes and through exclusive advertising presence on a bespoke microsite on CNN Digital, including CNN Arabic. Spot advertising for MiSK will also run across all CNN International feeds.
“We are delighted to partner with MiSK Foundation to share with our global audience its drive to connect young Saudis to the global economy through the promotion of innovation and entrepreneurship,” said Rani R. Raad, president, CNN International Commercial. “Aligning MiSK Foundation’s aims for knowledge and capacity development with Inside the Middle East’s unrivaled storytelling about the region’s cultural diversity is a smart and exciting partnership,” she said.
“The MiSK Foundation is delighted to form a partnership with CNN to promote the diversity, dynamism and development of Saudi Arabia and the region,” said Bader Al Asaker, secretary-general of the foundation. “CNN has the credibility and reach to bring our stories to life in a way that will enrich understanding of our region. We look forward to a strong and fruitful partnership.”
This article was first published by the Saudi Gazette on November 30, 2016