Jaeger-LeCoultre launches the sponsorship of "The Revealer"

04.04.11

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A new program segment, within CNN’s “Backstory”

For the 80th anniversary of the Reverso, Jaeger-LeCoultre has the pleasure to annouce its sponsorship of a new segment in CNN's program Backstory, “The Revealer”. Starting March 24th, on a bi-monthly basis, “The Revealer”, presented by Michael Holmes, “Backstory” host, covering the hidden side of a much loved, internationally renowned place, object or story. Jaeger-LeCoultre sponsors also CNN the “Revealer” game where clues are distributed throughout the week in social medias and on the show’s website, CNN.com/Backstory, for viewers to uncover the mystery about a hidden person, place or object. "By inventing the Reverso, a small group of men with great imagination and innovative spirit did far more than create a simple reversible case. They gave birth to an emotion which has lasted more than 80 years, and designed a watch whose endless possibilities are still being discovered," says Jerome Lambert, Jaeger-LeCoultre CEO. The timepiece keeps a surprising aspect, in that it shows the world what used to be kept from view. The reversible mechanism allows the owner of a Reverso watch to decide whether to share the ornamentation of the back with the rest of the world or keep it to himself. With “The Revealer”, Jaeger-LeCoultre positions the brand around content that reflects its own brand values and the Reverso uniqueness. "This international cross-platform solution has audience engagement at its heart. It is an ambitious campaign that gives Jaeger-LeCoultre the opportunity to touch CNN’s audiences via a program that fuels their appetite for more illuminating stories," says Rani R Raad, SVP and GM, CNN International Ad Sales and Business Development, CNN International.