National Geographic Channel U.S. and National Geographic Channels International Roll Out First-Ever Global Tagline: 'Live Curious.'

National Geographic Channel U.S. and National Geographic Channels International Roll Out First-Ever Global Tagline: 'Live Curious.'

Tagline and Customizable Brand Campaign to Be Executed In 166 Countries, 34 Languages and Will Reach 315 Million Homes Worldwide

WASHINGTON, Oct. 21 /PRNewswire/ -- National Geographic Channel U.S. (NGC) and National Geographic Channels International (NGCI) announced their first ever global tagline "Live Curious" and brand campaign. This effort will be rolled out between November 15, 2009, and March 2010 in 166 countries and 34 languages, with customizable elements for regional audiences. The announcement is the latest manifestation of an enhanced strategic asset-sharing process between NGC and NGCI -- both joint ventures between Fox Cable Networks and National Geographic Ventures -- following David Haslingden's appointment as global CEO in 2007. The collaboration in developing a consistent, cohesive message for worldwide use follows the adoption last year of a universal National Geographic Channel logo and on-air look, along with an increase in global co-production of programming.

"Live Curious" was developed after worldwide consumer research conducted to identify common values that reflect the essence of the National Geographic brand promise and would resonate and translate effectively across regions in Europe, Australia, Asia, Latin America and the United States. Qualitative studies were done on brand perception and previous taglines, while focus groups helped refine an overarching theme that struck a positive chord with viewers.

"'Live Curious' is at the heart of National Geographic's DNA, and the National Geographic brand is one of the most familiar and powerful global brands, transcending borders and cultures," said Haslingden. "And with the National Geographic Channels continuing to increase momentum worldwide, it has become increasingly important to create a common voice that would resonate in every language, while at the same time leaving space for each region to maximize local relevance."

"Live Curious" will be the basis for a global brand campaign, currently in production, that will promote the network, its programming and talent. The campaign will first be introduced in the United States, India and Netherlands and will eventually reach 315 million homes in 166 countries. In addition to fully produced spots of varying length, the toolkit will include core elements around which each region can add local footage, talent, messaging and nontraditional tactics to build diverse campaigns for their specific audiences. To continue the process of global collaboration and collective inspiration, these localized campaigns will be shared with all other regions as the basis for ongoing generations of the campaign worldwide. The National Geographic Channels in Australia, Hong Kong, Italy, Spain, Turkey, U.K. and the United States are expected to be the first to create local campaigns bridging off the central global concept.

The brand campaign will promote key programming as well as talent from shows shared around the world, including Sean Riley (World's Toughest Fixes), Cesar Millan (Dog Whisperer), John Garcia (DogTown), Chris Fischer (Expedition Great White), Batso and Johnny O (Rescue Ink Unleashed) and Zeb Hogan (Hooked). The tagline will be reflected in a full range of consumer and trade advertising platforms, including broadcast, print, outdoor and digital. Ad sales extensions are also in development, along with digital consumer touch points such as a microsite, social networking applications and games.

Rafael Sandor, executive vice president of creative and marketing for NGCI, and Kiera Hynninen, executive vice president of marketing for NGC U.S., jointly oversaw the development of the tagline and brand campaign. Italian production company Mercurio Film and creative consultant Patrizio Marini were commissioned to execute the primary :60 and :30 brand spots; U.S.-based Click 3X is creating program-centric extensions for the global campaign; and various other extensions are being produced internally.

"Curiosity is what propels humanity to seek answers and question the unknown," said Hynninen. "It's a universal attitude we share with our audiences through our compelling, smart and innovative programming."

"'Live curious'" is about exploration, pioneering and questioning, which captures National Geographic's shared spirit," added Sandor. "The campaign aims to connect on a human level so no matter what country you live in or language you speak, this message to 'Live Curious' hits close to home."

National Geographic Channel U.S. (NGC)

Based at the National Geographic Society headquarters in Washington, D.C., the National Geographic Channel (NGC) is a joint venture between National Geographic Ventures (NGV) and Fox Cable Networks (FCN). Since launching in January 2001, NGC initially earned some of the fastest distribution growth in the history of cable and more recently the fastest ratings growth in television. The network celebrated its fifth anniversary in January 2006 with the launch of NGC HD, which provides the spectacular imagery that National Geographic is known for in stunning high-definition. NGC has carriage with all of the nation's major cable and satellite television providers, making it currently available in nearly 70 million homes. For more information, please visit natgeotv.com.

National Geographic Channels International (NGCI)

National Geographic Channels International (NGCI) invites viewers to live curious through its smart and innovative programming that questions what we know, how we view the world and what drives us forward. A business enterprise owned by National Geographic Television (NGT) and FOX Entertainment Group, NGCI contributes to the National Geographic Society's commitment to exploration, conservation and education through its six channels: National Geographic Channel, National Geographic Channel HD, Nat Geo Wild, Nat Geo Wild HD, Nat Geo Adventure and Nat Geo Music. Globally, National Geographic Channel (including NGC U.S., which is a joint venture of NGT and Fox Cable Networks Group) is available in more than 315 million homes in 166 countries and 34 languages. For more information, please visit natgeotv.com.

MEDIA CONTACTS:

Russell Howard, National Geographic Channel, 202-912-6652, RHoward@natgeochannel.com

Dara Klatt, National Geographic Channel, 202-912-6720, dara.klatt@natgeochannel.com

Cherry Yates, National Geographic Channels International, (202) 912-6689, cyates@ngs.org

Source: National Geographic Channel

CONTACT: Russell Howard, +1-202-912-6652, RHoward@natgeochannel.com, or
Dara Klatt, +1-202-912-6720, dara.klatt@natgeochannel.com, both of National
Geographic Channel; or Cherry Yates of National Geographic Channels
International, +1-202-912-6689, cyates@ngs.org

Web Site: http://www.natgeotv.com/

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