Bloomberg Media Unveils ‘The Principal Room,’ a New Guest Lounge Sponsored by Principal Financial Group®

Bloomberg Media announced today the launch of the Principal Room, part of a new multi-platform integrated sponsorship with Principal Financial Group.

Custom-built from the ground up, the Principal Room will provide a 360° immersive experience inside Bloomberg Television’s state-of-the-art broadcast facilities at Bloomberg Media’s global headquarters in New York City. The room, which serves as a lounge for on-air guests, includes bespoke design elements and multiple touchpoints to bring the Principal brand to life for the steady stream of business leaders and high-profile experts regularly appearing across Bloomberg Television’s trusted global platform. In addition to one-of-a-kind brand-aligned decor and artistic treatments, the Principal Room will feature large-screen high-definition monitors with imagery and messaging to further articulate the global reach of Principal Financial Group and its offerings in investment, retirement, and insurance.

Bloomberg Television anchors and correspondents will bring viewers inside the Principal Room with multiple live on-air segments throughout the day, shot against the dynamic branded backdrop in Principal’s signature blue. Beginning in March, the new editorial video series Future <GO> launches on Produced by Bloomberg and sponsored by Principal Financial Group, Future <GO> will take viewers behind the scenes for exclusive interviews with C-level executives and global business leaders in the Principal Room following their on-air appearances.

“Brands are increasingly turning to Bloomberg Media for creative solutions that drive deeper connections with our influential audience in new and innovative ways,” said Stephen Colvin, Global Head of Marketing and Advertising for Bloomberg Media. “Combining organic branding moments with custom design and messaging creates a powerful platform to drive awareness for our partners. 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.”

“Principal Financial Group is excited to partner with Bloomberg Media and engage with their influential and connected audiences,” said Beth Wood, Global Chief Marketing Officer for Principal Financial Group. “As a 140-year-old financial services company, we continue to find fresh, new ways to reach our current and prospective investors with insightful content that captures our brand values, innovative solutions, and client-first approach to service.”

As part of the integration, Bloomberg Media Studios will also create a three-part custom content video series titled Tomorrow, featuring Principal Financial Group subject matter experts. The short-form docu-style videos will appear as sponsored content on, amplified by Bloomberg Media’s high impact Ad.apt ad units, video bundles, native touts, and social channels.

The Principal Room is just the latest example of the ways in which Bloomberg Media works alongside clients to develop innovative strategies that help solve their unique marketing challenges; whether forming deep connections around critical issues through the recent multi-platform launch of Bloomberg Green, driving thought leadership initiatives with the co-branded  H2 Economy Index, or creating award-winning custom content experiences.

Bloomberg Television is the premiere worldwide 24-hour business and financial news network. Viewers can watch Bloomberg Television’s popular programming such as Bloomberg Surveillance (4-7 AM/EST), a weekday program, and the newly launched Bloomberg Wall Street Week (Fridays at 6PM/ET). Bloomberg Television also features interviews with top newsmakers, business executives, and global leaders on a wide variety of topics, including: market trends, investment, international relations, technology, and more.

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