• by Sara Guaglione , February 24, 2020

Bloomberg Media is launching an immersive experience called the “Principal Room,” part of a multiplatform integrated sponsorship with financial services company Principal Financial Group. 

The custom-built Principal Room will serve as a lounge for Bloomberg’s on-air guest, business leaders and experts, inside Bloomberg Television’s broadcast facilities at the company's headquarters in New York City. 

The room contains Principal-branded decor and design elements in the brand's colors, as well as large, HD monitor screens with Principal Financial Group imagery and messaging.

“Combining organic branding moments with custom design and messaging creates a powerful platform to drive awareness for our partners,” stated Stephen Colvin, global head of marketing and advertising for Bloomberg Media. “The Principal Room will serve as a catalyst for leadership conversations and allows Principal to seamlessly integrate within the fabric of our trusted global news brand.” 

Bloomberg Television anchors and correspondents will shoot multiple live on-air segments in the Principal Room as well. 

A new video series “Future <GO>” will launch on Bloomberg.com in March, produced by Bloomberg and sponsored by Principal Financial Group.

The show will feature behind-the-scenes, exclusive interviews with C-level executives and global business leaders in the Principal Room, after their on-air appearances on Bloomberg TV, the 24-hour business and financial news network.

Bloomberg Media Studios will also create a three-part custom content video series featuring Principal Financial Group experts. 

The short form, docu-style videos will appear as sponsored content on Bloomberg.com. 

The videos will be amplified via Bloomberg Media’s Ad.apt ad units, video bundles, native touts and social channels.