“Go beyond borders”: the new slogan from CNN International was launched at the end of 2009 as part of an ambient concept to mark the anniversary of the fall of the Berlin Wall. The event was highly befitting for CNN’s new slogan.The core medium: 40 kilometers of adhesive tape marking the former border between East and West Berlin. The tape was used as a carrier for CNN’s message and was highly visible to the scores of international visitors who came to the city for this special event. The concept encompassed well-known locations along the Wall as well as long-forgotten sites and places that have now been replaced with newer buildings.

“Go beyond borders”: the new slogan from CNN International was launched at the end of 2009 as part of an ambient concept to mark the anniversary of the fall of the Berlin Wall. The event was highly befitting for CNN’s new slogan.The core medium: 40 kilometers of adhesive tape marking the former border between East and West Berlin. The tape was used as a carrier for CNN’s message and was highly visible to the scores of international visitors who came to the city for this special event. The concept encompassed well-known locations along the Wall as well as long-forgotten sites and places that have now been replaced with newer buildings.Along the red line, the tape artist EL BOCHO depicted places and images that people would remember: the Potsdamer Platz subway station where trains once ran under the wall, a pub in West Berlin where a badly-injured refugee from the GDR sought shelter, tanks at Checkpoint Charlie along with legendary escapes by plane, through tunnels and on foot.

CNN's new slogan was communicated to over 2 million people on the streets during the anniversary celebrations. Video and photo blogs did the rest. CNN International began dialogue with new audiences - never reached before by traditional marketing.