Business & Money | Tuesday 29 November, 2016 12:57 pm |

Inside the Middle East, the ground-breaking monthly show about the region’s dynamic cultural diversity, will be sponsored on CNN International from 24 November by the 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 fulfilment of the Saudi Vision 2030 by empowering and enabling the younger generation to increase their contribution to the development of Saudi Arabia. It is the MiSK Foundation’s first major international campaign since being established by HRH Prince Mohammed bin Salman, Deputy Crown Prince and Minister of Defense, to empower, nurture and inspire young Saudi men and women to fully realise their potential as part of the kingdom’s on-going 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 airing on 24 November will include reports on independent film-making 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 the 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 the MiSK Foundation’s aims for knowledge and capacity development with Inside the Middle East’s unrivalled storytelling about the region’s cultural diversity is a smart and exciting partnership.”

 

“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 Mr. Bader Al Asaker, Secretary General. “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.”