About Punch

International SEO for London Calling Campaign

BBC Worldwide

International SEO for London Calling Campaign
About

BBC Worldwide is a commercial enterprise wholly owned by the British Broadcasting Corporation (BBC). As a subsidiary of the BBC, the business strives to enhance the global appeal and value of BBC programming. Cultivating rich media content and the intrinsic brand value of the BBC name, BBC Worldwide showcases British talent at home and throughout international markets across five business areas: Channels, Content & Production, Global Brands, Sales & Distribution, and Consumer Products. Digital media ventures are incorporated within each operation.

London Calling is an unique season of programming developed by BBC Worldwide Channels, the UK’s leading international broadcaster, celebrating London as the city commemorates the Queen’s Diamond Jubilee and prepares to host the 2012 Olympic Games. The season airs on BBC Entertainment, BBC Knowledge, BBC HD, UKTV, BBC World News, and the global BBC iPlayer across nine regions between May and August. Thematic programming is bolstered by a digital destination for each region, created in collaboration with R&B Creative, an Australian digital design agency. 

Campaign Goals & Results

Along with the television, PR, digital and social media activities, BBC Worldwide wished to reinforce the London Calling campaign through an SEO initiative. Punch Communications was hired to heighten awareness of London Calling through SEO assistance in nine key markets: India, Nordic, Asia, South Africa, Australia, New Zealand, Poland, Europe, and Latin America.

Punch developed a strategy by which a global landing page for the campaign, www.londoncallingbbc.com, would host keyword specific pages and act as a digital signpost to the London Calling interactive home for each region. The goal was to help www.londoncallingbbc.com reach the top of search engine rankings for a carefully chosen selection of branded and programme-specific keywords. This, in turn, would help to create greater international awareness of the campaign and to drive additional traffic to the digital media assets and thus increase the TV broadcast audiences.

Within the first few weeks of the SEO campaign, five of the seven targeted keywords reached the top ten results for searches in Google.com

In the client's words
"For the London Calling campaign, we looked globally for the best agencies to help us achieve our objectives on an international level. Punch demonstrated both the depth of experience and the breadth of reach that we sought, as well as the ambitious and enthusiastic attitude needed to pull off a project of this scale. Within the first weeks of the campaign, Punch delivered the keyword rankings they promised. Now, we’re looking forward to seeing what happens next as the project continues."

Simon Foster, Digital Strategy & Product Development, BBC Worldwide

For more information, please contact Punch.