TORONTO – National Geographic Channel has kicked off a new national advertising campaign highlighting the 125-year-old yellow frame synonymous with the brand.
The campaign, which began this week, replaces the letter ‘O’ with the yellow frame in the words “whOa,” “mindblOwing,” “heartpOunding” and “explOsive” in the creative. A combination of visuals and captions promotes the channel’s fall lineup which includes series such as Locked Up Abroad, Frontier Force, The Indestructibles, Rocketmen and Mad Scientists.
The marketing elements include print advertisements in the Vancouver Sun, Calgary Herald and the Edmonton Journal plus an online buy on specific life and entertainment-centric websites. A 30-second promotional commercial is also airing on U.S. ad avails and across Shaw Media properties.
“Integrating the yellow frame within the striking creative allows consumers to connect the National Geographic Channel brand with the biggest and most thrilling moments on television,” said Max Tremblay, director, brand and publicity, dramatic and factual channels, in the announcement. “The media buy takes audiences on an excursion through the channel by using stunning and eye-catching creative that showcases the breadth of programming available to viewers.”
