The Drum Awards for Marketing - Extended Deadline

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By Jennifer Faull, Deputy Editor

August 20, 2013 | 1 min read

Al Jazeera America has rolled out its ‘There’s More To It’ campaign following the official launch of the channel today, 20 August.

Much has been said on the cable channel’s ability to reach a US audience given its Middle Eastern roots, however the campaign aims to “change the way you look at news.”

The ad shows a cross-section of society affected by Hurricane Sandy and suggests that “still, there is more to it.”

The voiceover ends with the tagline: “Al Jazeera America. There’s more to it.”

Accoring to Bloomberg the Qatar-based network hopes “an American audience will be willing to look beyond its reputation as the mouthpiece of terrorists and Islamist militants," with this promo the first stage in that process.

Digital ads have appeared online and on news sites like New York Times and Chicago Tribune. The news organisation also took out a full page ad in the Washington Post.

Advert Campaign Al Jazeera

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