MUMBAI: The BBC is looking to take advantage of the growing net penetration in Europe.

It is launching the bbcnews.com site's latest innovation  a breaking news desktop alert service - in an online advertising campaign aimed at feeding the international news appetite of Western Europe.

The campaign's simple message is "All the news you need". The campaign is looking to create awareness about the range of news available on the site. It also enables online users to sign up for breaking news alerts directly.

Bbcnews.com claims to be attracting over 200 million page impressions a month. One in four views comes from Western Europe. While the BBC television brand is well-established across Europe the site is still a relatively new product in the region.

The campaign launches on 11 May on a wide range of online portals and local news sites in Austria, Germany, the Netherlands and Switzerland.

World Editor of BBC News Interactive, Steve Herrmann, said: "Desktop alerts are an alternative quick and simple way of finding out about important breaking news immediately. Our newsdesk is staffed 24x7 and the BBC's global network of correspondents file around the clock so we are well placed to provide this service."

London-based digital specialist Agency Republic devised, designed and delivered All the news you need campaign. The ads highlight the diversity and immediacy of the site and feature news headlines which are constantly updated through live news feeds direct from bbcnews.com.