Magazine article Marketing
MEDIA: Discovery Spends Pounds 6m to Back Show Diversity
Discovery Networks is supporting a three- to five-year UK branding campaign that introduces the slogan 'Got to know' and encapsulates the channel's programme diversity, with an estimated pounds 6m worth of activity.
The campaign, created in-house, comprises two phases and plays on the fact that the channel appeals to people's childlike curiosity and a basic human desire for knowledge. 'Got to know' is the company's first brand strapline since 'Explore your world'.
The campaign will begin with ambient activity, with Transvision screens at mainline London stations including Euston, Victoria and Kings Cross broadcasting the ads from March 31. Plasma screens in London bars will also be used.
From April 4, the campaign will run in cinemas in Greater London. National, trade and online news sites will support the campaign.
Print ads will carry the 'Got to know' strapline while promoting Discovery's forthcoming key shows. The first to be promoted will be Altered Statesman, a five-part series examining how some of the 20th century's most influential leaders were affected by illness, alcoholism and drug addiction. …