MUMBAI: BBC World has launched 'The Internationalists' marketing campaign. 'The Internationalists' is a specially created virtual BBC island.

Guests to the virtual BBC Island can explore and interact with the island's multimedia displays, download BBC World information, collect gifts, chat with BBC World's global network of guests, and enter a competition to win a round-the-world ticket.

BBC World head of marketing global Leanne Mackee said, "We chose second life in order to embrace the virtual multimedia world, and to create a truly global arena within which we can not only present our 'Internationalist' audience, but interact with our global media trade. We are hugely excited about the vast opportunities within second life and are looking forward to exploring other events and editorial initiatives within the virtual world in the future."

'The Internationalist' campaign is a global advertising and direct marketing campaign, created to introduce the international news channel's unique audience to the media trade.

'The Internationalists' as defined by BBC World are conscientious consumers, big spenders and opinion leaders populating the world, who are committed to global issues and life-long learning. BBC World says the consumers have a unique appeal to a broad range of advertisers because of their interests and pursuits.

'The Internationalists' campaign has been created in partnership with Ogilvy Red Card. It features a range of exclusive portraits of the Internationalists by photographer Marco Grob. The second life virtual world is available is available at www.bbcworldinternationalist.com.