National Geographic Channel International (NGCI) has rolled out a campaign supporting its new channel – Nat Geo People – which is dedicated to offering unfiltered access to the cultures and subcultures, tribes, communities and individuals all over the globe.
Back in September 2013, the network revealed the channel would become available in 50 countires, replacing Nat Geo Adventure in markets where it currently broadcasts. Today, it rolled out the channel along with the new on-air identity and brand campaign.
The advert was developed by creative agency Lumbre and the NGCI creative team based in Washington DC, Rome, and Buenos Aires. It features short clips from the programmes hosted on the channel including Food Lover’s Guide To The Planet, Ladyboys, Don’t Tell My Mother and Hook, Line & Sisters, and looks to “celebrate individuality and the subcultures found across the globe in relatable situations that highlight our universal and uniquely human connection.”
“What’s the most fascinating thing on the face of the earth? People. That’s why we wanted an on-air identity that celebrated our fascination with cultures and subcultures, tribes, communities and individuals all over the globe, said Liz Dolan, chief marketing officer of National Geographic Channels International.
“Nat Geo People will take viewers on emotional and experiential journeys into the lives of real people with true life stories that are inspiring, surprising, unexpected and compelling. It’s not reality. It’s real.”
The 360 launch campaign has included the 45-second spot as well as idents, digital and social media activations.
The campaign has already been introduced in Australia, Italy and Germany and will soon roll out on Nat Geo People in 50 countries across Europe, the Middle East and Asia-Pacific.