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CTTC has created an exciting partnership with BBC World to present “Cutting Edge California,” a six-part factual TV series that aims to influence and transform global perceptions of California. This series seeks to show there is much more to California besides sun, surf and sand. We also set out to show that California is at the forefront of green technology, energy-saving initiatives and responsible global management. The series will inspire those who are naturally interested and curious, encouraging them to come to visit California and think of it as a place where they could locate their businesses. Go to cuttingedgecalifornia.com to see more about each episode.
The series also features in-depth interviews with Governor Arnold Schwarzenegger. The Governor’s political and cultural embodiment of California adds weight to the program and further enforces the program's positive messages. "Cutting Edge California" has been produced and directed by Black Diamond Films and Michael Attwell, a BAFTA-nominated director and producer of documentaries. The series is narrated by rising Hollywood star James McAvoy (Last King of Scotland, Wanted).
The BBC is the most respected broadcaster in the world. For the last three years in a row, BBC World has been voted number one network for traveler at the World Travel Awards. BBC World is regularly targeted by destinations for their marketing campaigns; India and Malaysia are traditionally big spenders on the network. This program is aimed at BBC World’s main audience – international high-end travelers (entrepreneurs, managing directors and CEOs, company owners, etc.). This is a hard-to-reach audience and often skeptical of traditional commercial communication, so our strategy was to target them with innovative content.
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The six 30-minute "Cutting Edge California" programs are organized around six central themes, and demonstrate California to be a world leader in the fields of:
• Technology
• Energy
• Ocean
• Wine and Food
• Buildings
• Natural Heritage
This series is available through BBC World to:
• 76 million viewers per week in more than 200 countries and territories worldwide
• 162 million households
• 1.5 million hotel rooms
• 30+ major airlines
• 10m+ international fliers in airport lounges
• 30.5 million unique visitors per month to bbc.com
Click on the thumbnails to the left for full-size photos. Right-click, then choose "save picture as" to download. Contact Brooke Byrd at bbyrd@visitcalifornia.com for high-res images.
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