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Russia Today

Russia Today (RT), the first English-language television channel dedicated to news from and about Russia, went live on Time Warner Cable in late 2005. RT teamed up with Global to introduce the media brand to the general public. Pre-launch initiatives included a dynamic experiential marketing effort that brought the Russian Santa to New Yorkers, and drove traffic to the RT website through giveaways and promotions. To capture the male audience, Global emphasized RT’s original sports and entertainment content leading up to a high-profile boxing match in Madison Square Garden and on HBO.