National Geographic Channel to Launch New Brand Campaign

On the heels of National Geographic Channel's (NGC) record-setting first quarter, and its highest-rated new series premiere with the recent hit Brain Games, Chief Marketing Officer Courteney Monroe today announced a new, aggressive consumer brand campaign aimed at re-energizing and expanding the National Geographic Channel brand.

The large-scale campaign - the first of its kind for the network in more than four years - will canvass TV (both on-air and off-air), online and in-cinema, first debuting in primetime during the May 12 finale of the popular series Wicked Tuna. The spots will eventually air globally on the National Geographic Channels in 171 countries and 38 languages. ( http://natgeotv.com/theplaceswetakeyou.)

The campaign's driving message reflects the immersive Nature of the re-invigorated NGC programming: "The places we take you aren't just on the map."

"With the incredible momentum the channel is currently experiencing, it is a perfect time to take advantage of the marketplace excitement in this channel to re-energize our fans and introduce this network to new viewers," said Monroe. "Working with our partners at BBDO New York, we set out to create brand definitional spots which truly capture the awe and excitement viewers experience when they watch a show on our network."

The four brand spots launching as part of the first phase of the brand effort are emblematic of the network's DNA, representing NGC's hit series and stories that entertain, engage and excite our viewers; stories with substance that bring the viewer right into the adventurous, exciting and fascinating worlds that the NGC programming slate delivers.

"The campaign is big and visceral, but a little poetic and provocative," said BBDO New York Associate Creative Director Rick Williams. "You find yourself immersed not just in these unfamiliar places, but unexpectedly invested in the stories and subcultures National Geographic Channel connects you to. This campaign sets out to capture that."

The campaign tagline - "The places we take you aren't just on the map" - is brought to life with a multiplatform campaign that literally immerses viewers into three stories and environments: one in the snowy mountains, one on water and one in an underground bunker. The inaugural 60-second spot will feature all three locations, with an extended 90-second version premiering this summer in cinemas and online.

Each location featured in the spot is an homage to the network's signature programming: top series Wicked Tuna (water), Doomsday Preppers (bunker) and Ultimate Survival Alaska (snow) - the new series premiering May 12 following the Wicked Tuna finale. The locations will also be featured as stand-alone 45-second spots (with 30-second cut-downs) running throughout the summer on the network. As each spot plays out, we discover people in their environments who clearly don't belong. Viewers who are invisible to the characters in the scene, but are everywhere - watching, reacting and hanging on to every moment.

And as an added touch, all of the "viewers" in each scene are dressed in clothes worthy of their living rooms: pajamas, sweatpants, half-dressed for work and the like. But they are completely unaffected by their surroundings - unfazed by the freezing snow, tucked away in the corners of the bunker and perched all over a small fishing boat at sea - completely absorbed in the stories at hand.

"With these spots, as with our programming, you don't just find yourself somewhere new, you find yourself totally, emotionally engaged in the stories," added Monroe. "And this emotion is triggered by the drama, tension, strangeness, struggle, triumph and fascinating characters inherent in our programming. Programming that is authentic and that expands your understanding, challenges your perceptions, and rekindles your awe of the world."

In addition to heavy rotation on NGC throughout the summer and in-cinema, the spots will also run in select off-air media buys on other networks, and be featured on sister network Nat Geo WILD. The campaign will also extend to the network's website, www.natgeotv.com, with a dedicated landing page and a re-skinning of the site that utilizes evocative imagery from the campaign.

Finally, consumers can truly touch the theme by posting pictures of themselves in their "favorite place off the map" to the network's Instagram (NatGeoChannels) beginning May 12. Pictures can be posted throughout the summer until September 1, at which time one viewer will be selected as the winner, and will receive a state-of-the-art National Geographic camera package.

Monroe took the reins of the marketing department at the National Geographic Channels in January 2012 following a 13-year stint at HBO. She quickly set out to revamp the NGC brand in the marketplace with bigger and bolder marketing. The partnership with BBDO New York is the latest evolution of the network's marketing strategy.

NATIONAL GEOGRAPHIC CHANNEL
Based at the National Geographic Society headquarters in Washington, D.C., the National Geographic Channels US are a joint venture between National Geographic and FOX Cable Networks. The Channels contribute to the National Geographic Society's commitment to exploration, conservation and education with smart, innovative programming and profits that directly support its mission. Launched in January 2001, National Geographic Channel (NGC) celebrated its fifth anniversary with the debut of NGC HD. In 2010, the wildlife and natural history cable channel Nat Geo WILD was launched, and in 2011, the Spanish-language network Nat Geo Mundo was unveiled. The Channels have carriage with all of the nation's major cable, telco and satellite television providers, with NGC currently available in 84 million U.S. homes. Globally, National Geographic Channel is available in 440 million homes in 171 countries and 38 languages. For more information, visit www.natgeotv.com.

ABOUT BBDO
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SOURCE National Geographic Channel